New York-based brand licensing agency Brandgenuity has been named as exclusive licensing agency for Fur Babies World in the US and Canada. Brandgenuity will build a licensing program targeting girls ages four to 10, with a focus on apparel, accessories, publishing, back-to-school and home.

The brand is marketed in the UK as Bush Baby World, and has seen success in the territory with a YouTube series from Brands with Influence, as well as an interactive plush line from Golden Bear. The latter features animals with plastic faces and, when children rub the furry creatures, their eyes and ears move.

Moose Toys has been tapped as North American toy distribution partner for Fur Babies World and will launch its master toy line this spring. The range will be available in Walmart across the US and Canada before rolling out with additional retailers.

The story of the Fur Babies World brand is told through a CGI animated YouTube series, which focuses on teamwork, problem-solving and friendship.