Chinese tech company Tencent has invested a seven-figure sum in Up Studios’ new CGI series, Super BOOMi.

The deal includes cash investment in the production of the series, as well as Tencent’s promotional resources through video platforms, WeChat mobile and events across China.

The 52 x 11-minute series will be available for broadcast this summer, and China-based Up is currently looking for  international broadcast and licensing partners.

The toon follows a bear named BOOMi as he goes through a virtual reality world that sees toys come to life.

BOOMi was created by Up Studios founder and CEO Trevor Lai, and the character has gained popularity in Greater China in the wake of previous partnerships inked with Apple and the Museum of Contemporary Arts in Shanghai. Last year, Up Studios also signed the largest licensing deal for an original IP in China with the Intercontinental Hotel Group, which brought BOOMi to more than 80 Holiday Inn hotels and resorts across the country.

Plus, Wanda, the Chinese conglomerate which acquired AMC Theaters and Legendary Entertainment, recently made BOOMi-branded rooms at its Chinese ski resort that are filled with the character’s furnishings, merchandise and content.