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With more YouTube video views than Ed Sheeran, Little Baby Bum is now turning its characters into toys.

Little Baby Bum moves into toy market

YouTube children’s nursery-rhymes channel Little Baby Bum is now moving into the toy market, reports The Guardian.

With over 3.6bn views since launching in 2011, Little Baby Bum has signed a deal with Commonwealth Toys to launch a range of plush toys based on its animated characters.

Speaking to The Guardian, Little Baby Bum co-founder Derek Holder said: “We’ve got some prototypes being made at the moment, and we’ll concentrate on between five and eight characters initially.

"We will probably do a soft launch first online including our own website to see how they fare and understand which characters are most popular, which will give us a bigger story to take to retailers.”

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