Salt Lake City, Utah-based development studio Smart Bomb Interactive has partnered with JLK Brand Licensing Group in New York to expand the merchandising program of its growing virtual world, National Geographic Animal Jam.

The deal will see JLK look for new licensing opportunities around the browser-based game’s online shop, Animal Jam Outfitters, which currently offers t-shirts, wristbands, posters, stickers, virtual gem and membership certificates. Plans are in the works to launch real-world products in other categories including toys and publishing.

Animal Jam, which launched in 2010 and encourages kids to discover science and nature in a safe, parent-controlled, moderated environment, has racked up eight million kid members worldwide to date, and features a robust library of National Geographic content including videos, Q&As with scientists, and downloadable content.

Kids are also spending more than 60 minutes per visit to Animal Jam.