What started as a t-shirt from apparel company Mighty Fine and evolved into an award-winning animated series is going back to its merch roots. An extensive licensing program is in the works for Nelvana Studios/Radar Cartoons/Mighty Fine co-pro Ruby Gloom. Commercial arm Nelvana Enterprises is taking care of new business.

To start with, Penguin Books is developing four chapter books, the first two of which are scheduled for release in summer 2008. Meanwhile, Mighty Fine plans to roll out a range of Ruby fashion knit tops, bags, stickers, patches, buttons and badges at Hot Topic in 2008. And in Canada, JC Kids is launching an apparel collection for fall 2007, and Adorable Kids is producing sleepwear, and Black and White Merchandising Co. will add footwear to the mix.

Across the pond, there are several pan-European deals in place, including Bravado for apparel and accessories, and Belltex for bedding. And Canal + Licence has been appointed licensing agent in France, having already signed deals with CTM (nightwear) and Calego International (accessories).

In the UK, Trudeau (tableware/lunchware), Pyramid Posters (posters, badges, key rings and calendars) and J Fox Sox (nightwear) are on-board. However, Ruby’s dance card isn’t full, and Nelvana is still on the hunt for apparel, fashion accessories, bags, stationery, mobile content, room décor, home furnishing, publishing, home video and interactive licensees in several territories.

Ruby Gloom currently counts France 3, Super RTL (Germany), Cartoon Network (Japan and Latin America), YTV (Canada), SRC (French Canada) and ABC Australia among its international broadcasters.