Lisle International Licensing has announced a new licensing deal with Inspiration Works for the ZhuZhu Pets brand.
Inspiration Works will complement the brand's master toy line with 'electronic toys and children's handheld consoles' in 2012.
Last month the Luton-based consumer electronics firm won a Licensing Award for its Peppa Pig electronic learning range.
Francesca Lisle, business and marketing manager at Lisle International Licensing, said: "We are delighted to have Inspiration Works on board. Their recent success at the licensing awards clearly demonstrates just how well the company takes a character licence and transforms it into an inspirational consumer electronic toy.
"This is also the perfect new platform for children to experience the brand as the sounds and features are brought to life in a new electronic way."