Toronto-based Cookie Jar plans to turn out live-action and animated programming about cheerleaders, following a deal with U.S.-based pom-pom giant Varsity.

Cookie Jar has been tapped as the exclusive licensing agent and entertainment partner for the Memphis-based company which, along with selling cheerleader outfits around the world, also runs various competitions and instructional camps for the sideline sport.

The programs in the works target girls aged seven to 18 and Cookie Jar is looking to cover off apparel, health and beauty and accessories categories. A second effort aimed at girls three to six will follow with toys, publications and other clothes. Cookie Jar, meanwhile, will fill out the entertainment side with unspecified programming that ‘focuses on the talent and experiences of today’s cheerleaders.’