Penguin Children's UK acquires tween brand

Penguin Children's UK has acquired intellectual property rights in a new 7+ tween brand, and has become the global licensing and TV agent for gaming app brand, Whale Trail.

Penguin Children's publishing director Eric Huang signed intellectual property rights in Hattie B, Magical Vet, a new tween brand from independent creative company Mums Creative Content Ltd. The series follows Hattie B, "an ordinary girl who discovers a magical world where injured mythical creatures need her help".

Puffin will publish the first title in physical and digital formats in the UK in 2013.

Huang said: "I immediately fell in love with Hattie B and instantly knew that this could be so much more than a story told through publishing. The physical and digital books are the perfect platform to launch the brand but I'm hugely excited to partner with likeminded entertainment companies to bring the story and the brand to life through films, websites, and consumer products-you name it!"

Meanwhile, the publisher has become the global licensing and TV agent for Whale Trail, which Huang earlier acquired world rights to in all languages across digital and physical formats from its creator, digital design studio, ustwo. Penguin Children's will release the enhanced e-book, a prequel story to the gaming app which features Willow the Whale in the magical Rainbow Kingdom, in October 2012.

The publisher is seeking partners in categories including toy, apparel, accessories and stationery as well as TV and film.