United Arab Emirates-based prodco Spacetoon has signed a strategic partnership with one of the top family-friendly content creators in the Middle East—The Moshaya Family. Spacetoon plans on taking the family beyond its popular YouTube channel (which has 17.5 million subscribers) to build a lifestyle franchise that includes an original animated series, consumer products and video games.

Spacetoon has already partnered with Dubai-based toy distribution and licensing company Toy Pro to launch a first range of playthings. And it’s also refreshing the family’s brand with a new logo that reflects the collective as a cohesive unit since each member of the family has their own individual fan base. No details have been announced yet about the animated series or video games.

Influencer partnerships continue to proliferate in the kids media space. Nickelodeon leads the charge through its deals with JoJo Siwa, popular LatAm influencer La Bala and, more recently, That Girl Lay Lay. Canadian prodco Headspinner established a partnership with Denis Kopotun to turn his life and YouTube channel into an animated series, and NBCUniversal inked a deal with YouTube rapping teacher MC Grammar.