California’s Evolution has been named the worldwide brand management agency for plush character brand Tiny Headed Kingdom.

Created by Emmy-nominated writer Mark Bailey (Last Days in Vietnam, Ethel) and SPD Brands designers/founders Robin Perkins and Clifford Selbert, the six plush characters in the line all have large bodies and teeny-tiny heads. Pip the bear has proven to be the most popular SKU, and Nickleby the lion, Twist the tiger, Dorrit the elephant, Bagstock the fox and Heep the sloth round out the range.

Bailey’s characters were first licensed in 2016 by Calendar Holdings to be turned into plush toys, and the first three 18-inch playthings launched that November, selling out before the year was over. Calendar Holdings re-upped the license and added three more characters, as well as two smaller sizes for each character. All of the plush can be found in Go! stores across the US, as well as on Calendars.com, which ships internationally.

Evolution is focused on forging international distribution partnerships in foreign territories for the core plush line, and has a longer-term goal to develop more licensing and merchandising business worldwide for the IP.

Without a TV series or movie franchise behind it, the toy line could be part of a trend that’s seeing major toymakers turning playthings into full licensing and merchandising lines. WowWee’s Fingerlings took off in popularity over Christmas and is now spinning off into an online series and more. Spin Master’s Hatchmicals hit shelves in the 2016 holiday season and blew up overnight, spawning various extensions including the colleggtibles collectible line and publishing with Penguin Random House Children’s UK.