Australian toyco Moose Toys has tapped the UK’s Bulldog Licensing to represent its Treasure X collectible IP, which features a unique multi-layered unboxing hook. Kids must dig in bricks of “sand” for the 24 action figures in the line, and then pour water into a wooden chest to reveal one of 20 different treasures.

Treasure X launched in July, and Toronto’s The Licensing Shop signed on in September to launch consumer products inspired by the property in the US and Canada. The program is set to roll out for back-to-school 2019 and will be led by publishing, trading cards and board games. Additional categories including apparel, bags, stationery and accessories are set to follow.

Several other original toy brands, including Spin Master’s Hatchimals, are going directly into licensing channels these days and driving just as much hype there as movie franchises.