UK-based Hoho Entertainment’s commercial arm, Hoho Rights, has signed on IVS Group as master toy licensee for its preschool show Cloudbabies.

Established in 1996 as a live events merchandising company, IVS Group has worked with a range of family brands including How to Train Your Dragon Live, Ice Age Live, Aardman Animations and Thomas & Friends. With its new Hoho partnership, IVS will create a range of Cloudbabies plush toys and soft bedtime blankets, before expanding into other products such as playsets and games.

In the UK, IVS will sell items directly through its own online retail service, while Hoho Rights will work to find distribution partners internationally.

Cloudbabies follows the story of Baba Pink, Baba Blue, Baba Yellow and Baba Green who all live on a fluffy cloud in the sky. The CGI-animiated series aims to teach kids about the sky above, looking at the sun, moon, rainbow and stars.

The show airs daily on CBeebies and is also available on BBC’s iPlayer service in the UK. Its list of international broadcasters includes ABC TV(Australia), TVNZ (New Zealand), KiKA (Germany), S4C (Wales), TG4 (Ireland), MiniMini (Poland) and Mediacorp (Singapore).