Mission City Press has named DIC Entertainment as the worldwide licensing agent for all of the merchandise and interactive content based on its best-selling children's Bible, The Beginner's Bible, company officials said.

Zondervan will continue to publish all print products of The Beginner's Bible, first published in 1989. DIC will develop several products, including toys, apparel, accessories and an online community for the brand.

"The Beginner's Bible is the crown jewel of the Christian children's publishing industry," said Sandi Shelton, president of Mission City Press. "Mission City Press and Zondervan wanted to find an experienced and innovative company with both the resources and the vision to extend The Beginner's Bible into new frontiers and new product formats."

To date, more than 15 million units of all The Beginner's Bible book formats have been sold and it has been translated into more than 20 languages, Mission City Press officials said.

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