Five new licensees spanning apparel, greetings and digital gaming categories have joined the Tilly and Friends publishing/TV preschool brand in the UK.

Walker Licensing has inked deals with Blues Clothing (leisurewear), Aykroyds & TDP (nightwear and essentials), Watermelon (M&S apparel), Woodmansterne (greetings cards and gift wrap) and Daredevil (gaming apps).

Based on the picture books by author/illustrator Polly Dunbar and published by Walker Books, Tilly and Friends made its UK TV debut on CBeebies in September 2012. The 52x 11-minute episodes are co-produced by Walker Productions and JAM Media.

The property currently holds UK-based partnerships with eOne for DVDs, the first of which will arrive in May.  Also on board are Immediate Media for magazines and Walker Books, which will launch the first range of TV tie-in books this fall.