Children’s content producer and distributor Moonbug has signed a licensing agreement with MGA Entertainment-owned toymaker Little Tikes to serve as the exclusive master toy partner for the animated series Little Baby Bum. The IP combines classic nursery rhyme stories and kids’ songs, and the toyco will conceptualize, manufacture, promote and distribute toys based on the series, which are designed for kids six months and older.

Little Baby Bum was acquired by Moonbug last year, and its videos on YouTube, which are available in 11 different languages, have been watched more than 23 billion times.  The series is also available on SVODs Netflix and Amazon.

Moonbug recently hired former Netflix-exec Andy Yeatman as head of the Americas, and also snagged a host of new digital properties for its portfolio including My Magic Pet Morphle, Gecko’s Garage and Dr. Poppy’s Pet Rescue.