Scholastic Media has tapped plush manufacturer Animal Adventure as its first licensing partner for Toots, the brand based on the virtual world of Tootsville. Under the agreement, Animal Adventure will translate the online property of musical elephants into a line of plush and backpack clips that will include special codes that feed into games on the Toots website. Eight Toots plush characters are expected to hit US shelves this fall.
Created by RES Interactive, the site provides kids ages six to 12 with a range of environments, games and social networking opportunities. Since Scholastic Media was named licensing agent for the online brand last year, web traffic has experienced a 900% growth.
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