Shopkins, the grocery-themed girls toy property from Australia’s Moose Toys, is bringing a new set of partners into its licensing fold.

New licensees coming aboard the property, which is represented in the UK by Bulldog Licensing, are Character World (bedroom textiles and accessories, inflatable chairs, beanbags, canvas art, robes) and RMS International (stationery, color and sticker books, puzzles).

UK toy licensee Flair is also ramping up the brand’s presence in the region with TV advertising and in-store activity. It’s joined by existing licensees NJ Screen Prints (apparel), Pedigree (annuals), DJ Murphy (magazines), Winning Moves (games), Pyramid (posters) and Whitehouse Leisure (amusement plush).

Shopkins is proving to be a popular property for Moose Toys. Earlier this year, it snagged the Girl TOTY (Toy of the Year) Award and it currently has over 20 million views on its official YouTube channel and 400 million views for fan-made videos.

In North America, the brand also has a growing consumer products program. Just last month, it bagged 16 new licensees in the US and Canada.