Cookie Jar plans to turn out live-action and animated programming about cheerleaders, following a deal with U.S.-based pom-pom giant Varsity.

Cookie, though its licensing division, is now the exclusive agent and entertainment partner for the Memphis-based company which, along with selling cheerleader outfits around the world, also runs various competitions and instructional camps for the sideline sport.

The deal will see girls aged seven to 18 targeted with products including clothes, health and beauty aids and accessories. A second effort aimed at girls three to six will follow with toys, publications and other clothes. Cookie Jar, meanwhile, will fill out the entertainment side with unspecified programming that ‘focuses on the talent and experiences of today’s cheerleaders.’