Source: Moonbug/MGA Entertainment

Following the success of its Little Tikes toy line based on Moonbug‘s Little Baby Bum YouTube channel, MGA Entertainment (MGAE) is taking the reins as the worldwide licensing agent for the property.

Moonbug appointed the company behind L.O.L. Surprise! and the iconic Cozy Coupe to develop a global consumer products program in an effort to expand the reach and availability of products based on the popular preschool brand.

Little Baby Bum is a worldwide favorite among kids as we’ve seen with the initial launch of Little Tikes Little Baby Bum products that launched last fall,” says Isaac Larian, CEO and founder of MGAE. “Our worldwide licensing team has generated much success for the L.O.L Surprise! brand and this is an exciting time to bring the Little Baby Bum digital IP into their world for its millions of fans.”

Under the new agreement, MGAE will secure and manage new licensees and work with retailers do develop new categories for Little Baby Bum, including publishing, digital offerings, apparel, bedding, and more.

Little Baby Bum | Source: MGA Entertainment/Little Tikes

Little Baby Bum | Source: MGA Entertainment/Little Tikes

Little Baby Bum’s engaging and playful nursery rhymes have resonated with millions of kids around the world, and we’re excited to bring fans new ways to deepen their connection both online and offline,” says Simon Philips, Moonbug. “It is a favorite for parents, too. During these difficult times where educational content has been in high demand from parents, Little Baby Bum has seen a huge uptick in views as parents have chosen it to entertain their kids.”

Since launching on YouTube, Little Baby Bum has grown to an audience of more than 1.5 billion views per month from more than 80 million subscribers. Content from the brand is now available on additional streaming platforms, including Netflix, Amazon Prime Video, and Hulu.

At the Toy Insider’s recent Sweet Suite @ Home event, MGAE introduced new items from its fall lineup, including Sing-Along Lilly and Sing-Along Ami by Little Tikes, Rainbow High Fashion Dolls, and the Tobi Robot Smartwatch. Moonbug recently made headlines with its acquisition of the Blippi and CoComelon brands.