The company already works in partnership with the brand creators, The Monster Factory, to license (not so) Scary Monster consumer products and interactive media worldwide.

Conceived by The Monster Factory in 2002, the (not so) Scary Monsters are a colourful bunch of monstrously appealing new characters, who already exist in a collection of colourful mini gift children’s books published by Hodder Children’s Books. Children find their blundering, burping antics hilarious, delighting in their mishaps and practical jokes. Some creatures are cute, some revel in being revolting – but all of them are instantly (not so) Scary.

The (not so) Scary Monsters animation will be set in the farthest, most forgotten corner of our world, the (not so) Scary Monsters world, where wonderful creatures lollop and play under colourful skies, making all manner of monstrous fun. Some giant monsters rock happily in cave hammocks, letting out thunderous guffaws. Other tiny ones like to tiptoe up and roly-poly down the (not so) Scary Monster hills.

Malcolm is a birthday-loving big-hearted monster. He fills his days by choosing presents for his friends, family, even monsters he doesn’t know. Benjamina is a cheeky monster who just loves mischief. From breakfast to bedtime she’s out playing practical jokes. Bobba is a bouncy monster. This fuzzy monster baby does daring monster dives, performing sky-high somersaults and mid-air roly-polies. Flora is a girlie monster who adores pink things, stripy tights and glitter, and having tea parties with her (not so) Scary Monster friends.

Egbert is a noisy monster who guffaws loudly at everything and anything. He loves to have deafening beastie fun. Meanwhile Wilf can’t help landing in the most peculiar pickles. He is a mixed-up muddly monster, whose world is totally topsy-turvy. Otto is a squidgy, tender-hearted Love Monster with a pink antenna that lights up whenever his heart tingles. Polly is a happy-go-lucky jolly monster, who loves laughing. She skips around spreading (not so) Scary Monster sunshine.

Celador International head kids programming Cathy Laughton says, “The (not so) Scary Monsters are a bunch of quirky, curiously comical and cute creatures who are perfect for development into a television series. Celador International Kids are extremely excited about this project. The series will make children giggle. Our (not so) Scary Monsters are misfits finding their place in the world, and learning to form relationships outside the home.”