CopCorp Licensing in New York has inked a deal with Boston-based digital entertainment company Bare Tree Media to launch an extensive digital program for the tween-focused It’s Happy Bunny brand created by popular American cartoonist Jim Benton.

The deal will see Bare Tree create and market It’s Happy Bunny virtual goods, which will be available for purchase as micro-transactions within social networks and virtual worlds such as teen-targeting online playground Meez.

A variety of It’s Happy Bunny virtual goods are currently available on the site for its users’ avatars to purchase, wear and use.

Also planned for the It’s Happy Bunny digital program is light downloadable content for console systems (Sony PS3, Microsoft XBox Live, Nintendo Wii), and mobile apps for iOS-enabled phones and tablets, as well as Android and Microsoft mobile platforms.

The latest move further expands the brand beyond an already extensive consumer products program which has earned more than US$500 million in global retail sales.