DHX Brands, the dedicated IP management and consumer products arm of DHX Media, has signed its first Teletubbies consumer products agreements in China.

DHX Media’s new Teletubbies preschool series launched in China on a number of popular streaming services–including iQIYI, Youku and Tencent–in June 2017, and has since generated 100 million views in the country.

Brokered by Promotional Partners Worldwide, the inaugural deals will kick off with toys from Dongguan Taimei Culture & Technology Co. this spring. A range of books from publishing partner Shenzhen Scholar Saint Education and Technology Co. will follow later in 2018.

The agreements come as DHX Brands continues to expand Teletubbies across Asia and capitalize on its potential for consumer products in the territory. Data from Euromonitor shows that retail sales of toys and games in China grew at an average annual rate of 2% from 2010 through 2015, and are expected to exceed US$43.5 billion within the next two years.

DHX has licensed more than 11,000 half hours of content to linear and digital services in China, and holds a library of more than 2,700 half-hours of Mandarin-dubbed content.