China-based IP developer Reesee Entertainment and multi-channel network Xiaoling Toy are teaming up to launch new kid-focused content and consumer products.

The partnership will see unboxing and toy testing videos based on the partners’ brands bow through Xiaoling Toy’s content platforms and channels. At the same time, Reesee will launch retail programs including products, special displays and activities at shopping centers across China. The first consumer products launch will focus on toys, though Reesee plans to expand into categories including apparel, publishing, stationery, outdoor products and sporting goods.

Additionally, Reesee will develop original animated content featuring Xiaoling Toy’s hosts Xiaoling, Yue’er and Summer (pictured). Beyond Reesee and Xiaoling Toy’s brands, the partnership will also allow the companies to launch content and retail brand extensions to promote international IPs throughout China.

The collaboration with Xiaoling Toy comes after Reesee inked a number of international strategic licensing deals. The company partnered with Spain’s Zinkia Entertainment for the exclusive licensing rights to the Pocoyo IP in China and regions across Asia. Reesee is set to launch Pocoyo Wonder Explorer experiences in shopping malls in seven cities across China.

Reesee also signed a deal with Toronto-based Boat Rocker Studios and the BBC for the exclusive licensing and merchandising rights for the STEM-focused series Bitz & Bob in China, with plans to launch products in the region soon.