California-based Dentsu Entertainment has entered into a development deal with Fuel Entertainment and Canada’s Nelvana Enterprises to create an animated series based on Chub City, the toy car IP from Jada Toys.

The series, which follows the adventures of teenagers who drive customized cars at Chub City battle rallies, will be accompanied by a new toy line. Since the debut of Chub City toys in 2005, the items have been sold at more than 11,000 stores including Walmart and Carrefour and have been featured in Burger King and Taco Bell kids meal promotions.

Dentsu Entertainment, Nelvana and Fuel are currently seeking toy and broadcast partners for the animated action comedy, which will live in both traditional and new media formats.

The TV deals for physical toys and doll brands are picking up pace. Earlier this spring, for instance, Nickelodeon and Moonscoop Productions launched an animated preschool series based on MGA Entertainment’s Lalaloopsy doll line.