It’s been building momentum slowly, but Nelvana Enterprises’ Max & Ruby is really starting to generate heat in the US consumer products market. In fact, the Toronto, Canada-based company has just appointed Jakks Pacific as its US master toy and activities licensee for the preschool property. The toyco’s Child Guidance and Flying Colors divisions will develop, manufacture and distribute a diverse line of toys and related products based on the rabbit siblings created by renowned kids author and illustrator Rosemary Wells.

Jakks intends to produce plush, preschool learning toys, figures, foam puzzles, jumbo floor mats, roll desks, tracing plates, velvet posters and more. The full-scale merch launch is scheduled for 2008.

Max & Ruby, the 2-D animated series, airs in the US on Nick Jr. and Noggin and currently rates in the top five amongst all shows on both skeds.