New Jersey’s Surge Licensing has tapped UK-based Licensing Link to rep leading YouTube channel Little Baby Bum in the UK and Ireland.

On the heels of Parragon being named master publisher for Little Baby Bum, Licensing Link will look to grow the brand in the UK across a range of consumer product categories. Meanwhile, Commonwealth Toys is currently prepping a line of feature plush and other soft toys for spring launches in the US and the UK.

Other key categories initially being targeted for the property include infant toys, publishing, electronic learning and apparel.

With five million subscribers and more than six billion total views, the Little Baby Bum YouTube channel is aimed at kids age six months to four. It originated in the UK and  is now available in the US, Canada, Spain, Portugal, Germany, Russia, Australia, New Zealand and across South America.

Little Baby Bum boasts a library of more than 250 animated episodes. Two new episodes are launched each week, and the channel averages 16 million daily viewers from around the world. The “Wheels on the Bus” episode alone has topped the one-billion view mark.