Be prepared for an Enid Blyton blitz, as Noddy, The Secret Seven, The Famous Five and hundreds of other characters created by the late children's author are relaunched.
The new venture is timed to coincide, and cash in on, the 100th anniversary of Blyton's birth next year.
Entertainment and property company Trocadero PLC, the new owners of the writer's copyright, hope that the centenary celebrations will mark the British author's entry into the big time of brand-name merchandising.
'We're aiming for the stars,' says David Lane, managing director of Trocadero's Enid Blyton sub-division, and husband of one of Blyton's grand-daughters.
Some in the Blyton community have reservations about the planned theme park rides, shops and Big Ears bubble bath. 'I have mixed feelings,' Blyton's official biographer Barbara Storey says.
'I wouldn't like it if they changed the look of the Noddy character. But making money is the objective, that's the way of the world now, and I expect they will.' However, others are pleased at the prospect of a full-scale Blyton marketing bonanza. Tony Summerfield, joint head of the Enid Blyton Literary Society, says: 'I think Enid Blyton would be flattered, to be honest, that so much fuss was being made this length of time after her death,' he says. Blyton died in 1968.
It is estimated Blyton's books have sold between 300 million and 400 million copies, more than any other children's author in history.