The Berenstain Bears kids book property has been good for Nelvana, which has produced 40 episodes of of an animated TV series featuring the Bear family.

Now Corus Entertainment’s cartoon factory hopes the Bears’ furry family values adapted to the small screen get even more profitable as it holds discussions with potential licensing and retail partners to exploit the 50th anniversary of the Berenstain Bears franchise.

“There is no family quite like the Bears, who have become a true American ‘institution’, and we are excited at all of the possibilities that this milestone anniversary presents,” Andrew Kerr, head of consumer products for the Americas and Australasia at Nelvana Enterprises, said in a statement.

Nelvana has already rolled out consumer product campaigns for other lucrative animated properties like Beyblade, Max & Ruby, The Backyardigans and Franklin and Friends.

Both Random House and HarperCollins, which publish The Berenstain Bears literary property, are set to publish new books to mark the 50th anniversary.