By way of a deal with iQIYI, one of China’s most popular streaming platforms, DHX Media, the leading global children’s content and brands company has launched its new Teletubbies series in the country.

iQIYI will deliver seasons one and two of the hit pre-school series to Chinese audiences via subscription video-on-demand (SVOD) and advertising-supported video-on-demand (AVOD) services.

While season one will premiere in the territory on June 1, season two will follow at a later date.

 Till date, DHX Media has licensed more than 9,700 half-hours of content across numerous digital and linear services in China leveraging more than 2,500 half-hours of Mandarin-dubbed content in its library.

iQIYI is China’s largest internet and mobile video service provider, streaming both licensed and original movies, television series, variety shows, cartoons and other content.

Founded in Beijing in April 2010, iQIYI has been dedicated to providing Chinese users with the best possible online video experience, along with other entertainment services including reading, gaming, movie ticketing, live streaming and e-commerce.

In a separate deal, DHX Brands, DHX Media’s dedicated brand management and consumer products arm, has appointed Promotional Partners Worldwide (PPW) as the licensing agent for Teletubbies in China. Driving expansion into China with the appointment of one of the region’s premier licensing agents, DHX Brands aims to tap into the enormous potential in the country for the Teletubbies consumer products program. This follows the recent appointment of Candy Ho as Business Development Director for DHX Brands, establishing a base for the business from Hong Kong.

Josh Scherba, EVP Distribution and Content at DHX Media, said, “China is a major market for the new Teletubbies as we continue the global rollout of the brand. We are delighted that leading digital platforms continue to license more of our kids’ programming. iQIYI is ideally suited to deliver the new series to Chinese audiences. The show will be available across all devices, building on the tremendous legacy that these four lovable characters have in China.”

Peter Byrne, EVP, DHX Brands added, “DHX Brands is delighted to be working with licensing industry leaders PPW as we bring the new Teletubbies to today’s audience in China. PPW’s expertise in the launch and establishment of pre-school properties in the Chinese market is unrivaled, and we look forward to successfully building the Teletubbies consumer products program together.”

As the flagship property in DHX Media’s strategy to build global brands, the new Teletubbies continues to perform well and is gaining international momentum. The worldwide licensing program is growing rapidly, with more than 85 top-tier partners already on board, underscoring its position as one of the best-loved and most-recognizable children’s properties.

The new Teletubbies series follows the same four huggable characters and styling as the original show and has been visually modernized by DHX Media and award-winning U.K. production company, Darrall Macqueen, bringing a refreshed and contemporary look and feel to one of the world’s favourite preschool properties. Outside of China, the show has been picked up by 24 broadcasters worldwide to date, as well as Amazon Prime Video in the U.K., where the commissioning broadcaster is CBeebies.

The market potential is significant for the Teletubbies with approximately 226 million children under the age of 14 on the Chinese mainland, and the number of newborns is expected to climb up to 21 million annually by 2021. Retail sales of toys and games in China grew at an average annual rate of 2% from 2010 through 2015, and are expected to exceed US$43.5 billion within the next two years.