“44 Cats,” airing on Nickelodeon and produced by Rainbow Group, is expanding its licensing program.

The brand’s publishing program in North America will be expanded with board books, storybooks and early readers from HarperCollins Children's Books.

In addition, “44 Cats” is partnering with Zak Designs, a global leader in licensed dinnerware, drinkware and on-the-go-beverageware for licensed products.

The licensing deals were brokered by Branding Streams (Canada) and The Joester Loria Group (United States).

The “44 Cats” television series debuted in the U.S. on June 10 on the Nickelodeon and also airs on Nick Jr. and Nicktoons. Daily Canadian broadcasting was launched in September on Treehouse, airing weekdays, and on YTV during weekends (in English) and  on Yoopa (in French). A second season is currently in production.