As the SVOD battle heats up, Netflix has expanded its children’s offerings by signing a deal with independent producer Novel Entertainment and its Horrid Henry brand. The first three seasons of the popular British animated series will start to roll out this month, as all 156 x 11-minute eps will become available on the SVOD service in the UK and EIRE within the next few months. Netflix also has a non-exclusive deal to stream the first season of Horrid Henry in the US.

Horrid Henry launched on UK’s CiTV eight years ago and has since been nominated for three BAFTA Awards. Earlier this year, CiTV commissioned a fourth season of the show with 52 new 11-minute episodes.

While Horrid Henry has crossed over to film, stage, video games and radio, the brand also has a licensing and merchandising program. Novel Entertainment partnered earlier this year with Digital Giving’s T-Shirt booth app for kids to create their own shirts, with proceeds going to the Magic Breakfast charity.

Netflix, meanwhile, is ramping up its content with shows based on Mattel’s Ever After High, three original series from DreamWorks and a revamped The Magic School Bus 360° from Scholastic Media.