A number of new licensing deals have been announced for Yo-Kai Watch, the animated boys property based on the popular Nintendo 3DS video game.

UK agency Bulldog Licensing has added Character World (bedding), GB Eye (posters and related merch), Amscan (balloons and party decorations) and MV Sports and Leisure (wheeled toys) to the brand’s growing CP program.

Existing UK partners include Danilo (greeting cards, calendars, gift tags, wrap and bags), Spearmark (lunch bags, bottles and lighting), Blueprint (stationery and bags), Cooneen (nightwear and underwear), Fashion UK (daywear), Kinnerton (confectionery), Centrum Books (publishing), Egmont (magazine publishing), Panini (sticker collections) and Nintendo (video games), as well as master toy partner Hasbro.

Yo-Kai Watch recently hit UK screens and airs on Cartoon Network every weekend morning and evening. The series began airing in the US in 2015 and in Europe this past spring.

Created by Japanese video game company Level-5, the franchise has generated more than US$2.2 billion in retail sales in the last two years.