There is nothing horrid about Novel Entertainment’s new raft of international licensing deals for its animated series Horrid Henry.

New companies signed on to represent the property include include Texco (bedding), Cooneene (pajamas), Clear Vision (glasses). All are launching products now.

Novel has also renewed and extended deals with Rubie’s (dress-up costumes), Paul Lamond (board games and puzzles), P2 Games (gaming app) and Fabric Flavours (apparel). The recent licensing deals were brokered by Novel’s licensing agent Caroline Mickler.

New broadcasters recently picked up the show, including MBC (Middle East), Alati International (Russia), and Atlantic Digital Networks (Canada), while renewals included Turner Broadcasting System (Asia), Mediacorp (Singapore), POP TV (Slovenia), E-Vision (Middle East), Asiana (Korea) and Netflix (France, US, Canada, Australia and New Zealand).

Produced by Novel co-founders Lucinda Whiteley and Mike Watts, the series follows a 10-year old boy who constantly complains that life is unfair. Originally premiered in 2006, it is now airing its fifth season of 42 x 11 minute episodes for its target audience of kids four and up. It’s based on a book series of the same name, created by Francesca Simon, illustrated by Tony Ross and published by Orion Children’s Books. The book series is available in 27 countries, and translated into 22 different languages.