Salt Lake City, Utah-based WildWorks (formerly Smart Bomb Interactive) has tapped New York’s Commonwealth Toy & Novelty as master toy licensee for its Animal Jam brand.

Animal Jam, which launched in 2010 as a free-to-play virtual world for kids to discover science and nature through a wealth of licensed National Geographic content, is now the top web-based game and social network for kids in the US.

With a core demographic of girls aged seven to 11, Animal Jam boasts more than 30 million registered players who play on average more than 70 minutes per session.

To extend the experience offline, and connect with the brands’ growing popularity in international markets, Commonwealth is launching a large-scale marketing campaign and a variety of products this fall at US retail and online, including plush animals and figurines, to tie in with an all-new series of Animal Jam characters.