The licensing world has caught the attention of another digital property, as the Space Heroes Universe virtual world is set to inspire toys, books and card games thanks to a deal between Bubble Gum Interactive and new venture AT New Media and Virtual World Licensing.

The UK and EMEA licensing program will be based on the multi-platform Space Heroes brand that’s comprised of a virtual world with two million subscribers, a Jetpack Jinx mobile game and an animated online cartoon series. The free-to-play game allows kids ages six to 12 to personalize their hero, adopt virtual pet Kritterz, make new friends and explore new quests.

In March, AT New Media and Virtual World Licensing joined forces to offer services to gaming, social and virtual brands that are looking to enter the world of toy licensing. In the case of Space Heroes Universe, the company will look to leverage physical merchandising opportunities that fit the virtual brand.

Last month, both popular virtual world Minecraft and mobile juggernaut Temple Run announced their own plans for more comprehensive consumer products programs.