Choon’s Design has tapped Brand Central to develop a consumer products program for its rubber band weaving toy Rainbow Loom.

In the last three year, Rainbow Loom has sold more than 3 million kits throughout the world.

Brand Central plans to both license the Rainbow Loom brand as well as acquire new brands for Choon products.

Initially Brand Central is targeting the apparel and accessories, crafts, back-to-school, toys and games, party supplies, home products and digital categories for brand expansion.

“Rainbow Loom has become a global phenomenon that we believe will remain a popular activity for both boys and girls for years to come,” says Ross Misher, chief executive officers, Brand Central. “We are very excited to begin working with such a popular and beloved brand to develop new brand extensions to expand the Rainbow Loom lifestyle at retail.”