Nickelodeon and SmartStudy will partner with Pinkfong to develop a new original animated series based on Baby Shark., while Viacom Nickelodeon Consumer Products (VNCP) will manage consumer products licensing worldwide, excluding Asia, for the property. The deal was made public at Licensing Expo, currently taking place in Las Vegas.

Baby Shark is a multiplatform phenomenon, and appetite for more content and products is strong around the world,” says Pam Kaufman, president of VNCP. “Our outstanding creative teams are moving fast to get more Baby Shark product across multiple categories to retailers, and our content team is excited to develop a terrific original animated series that will bring this property to new heights and even more fans.”

Originally hitting YouTube in November 2015, Baby Shark quickly became a viral sensation, spawning a brand that continues to grow. The single had a 20-week run on the Billboard Hot 100, and the #BabySharkChallenge generated more than 700,000 cover videos from fans around the globe.

Baby Shark has captured the imagination of millions of fans around the world, so it’s no surprise it’s one of the top 10 most-viewed videos on YouTube ever,” says Ramsey Naito, EVP of Nickelodeon Animation. “At the heart of any popular piece of content is a terrific character, and we have a great opportunity to further explore the world of Baby Shark and follow this family through some great animated adventures on Nickelodeon.”