Having struck gold with its UK Peppa Pig toy property, Entertainment One has signed up Aurora World as the first toy partner for its Humf pre-school animated series on Nick and Nick Jr.

Aurora will develop a line of plush toys for the Humf licensing program.

“We are extremely pleased to be welcoming Aurora World on board as the plush toy partner for Humf and are very excited about the growth of the licensing programme, which looks set to flourish in 2011 and 2012,” Andrew Carley, head of licensing at Entertainment One, said in a statement.

The Humf cartoon series bowed in the UK on Nick Jr. in early 2009.

A DVD line aimed at the British pre-school market has also been launched, and British games publisher P2 Games is developing a Humf iPhone gaming app.

Entertainment One has created a top-selling pre-school toy line in the UK market for its Peppa Pig animated series.

Meanwhile, eOne Family and Nick Jr. UK have committed to a second season of Ben and Holly’s Little Kingdom for 2012.

Animation studio Astley Baker Davies will start production on the new 52-episode series this summer that will be shown in the UK before rolling out in the rest of the world. Following the first series, Ben and Holly’s Little Kingdom has now been sold to more than 150 territories worldwide.

eOne is also investing in the development of the official Ben and Holly’s Little Kingdom website at www.littlekingdom.co.uk, which has been refreshed with new content and will re-launch this month.

With files from KidScreen Daily