With 27 million YouTube views and counting, Latino YouTube channel Mundo Lanugo is moving full steam ahead into consumer products.

Florida-based Licensing Works! is seeking licensing partners for Christmas 2017 merch that will include plush, books, toys, games, music, ornaments, apparel, packaged grocery, live-touring shows and in-store promotional programs.

The initiative follows the debut of Christmas-themed videos on the Mundo Lanugo channel last December, which attracted 5,000 new subscribers weekly. (Burrito Sabanero (My Little Savanna Burro), was the second-most watched cover on YouTube during the month, with now more than 18 million views.)

Mundo Lanugo, the first property of Florida-based multimedia company Lanugo, features content related to food and manners, games, art and music. The products will be based around those themes, and aimed at the preschool Hispanic community.

Lanugo is the latest in a string of YouTube entities that have gone directly into licensing, including SpacePOP, Genius Brands’ YouTube series for tween girls that launched an exclusive US Toys “R” Us line in December with a long list of licensing partners in tow.