London-based Rocket Licensing has been tapped as the new global licensing agency for the Fuzzballs brand.

The brand, created by Marc Sach and launched as a web comic on Tumblr in 2013, follows characters like Fuzz Cat Whisky, Fuzz Bunny Ollie and Fuzz Tiger Timmy as they hunt for delicious treats. The first Fuzzballs products launched in 2015, and more than 300 items are available in the UK through the brand’s website, as well as through gift and card retailer Scribbler.

Now, Rocket will focus on expanding the Fuzzballs even further by inking partnerships in key categories such as apparel, publishing, stationery, housewares, gifting and accessories. Additional categories of interest include health and beauty, food and confectionery, games, tech accessories and partyware.

In addition to featuring cuddly animal characters, Fuzzballs takes advantage of the food trend that exploded in popularity with the launch of Moose Toys’ Shopkins range and continues to grow this past year as companies like Whole Foods Market, McDonald’s and Subway are doubling down on licensed brands.

Rocket Licensing works with a number of adorable animal-focused brands, including Banyana (a Japanese anime series about a kitten who lives in a banana) and social media star Jiffpom the Pomeranian.