Cartoon Network is partnering with the two primary publishing licensees for its comedy series Adventure Time to launch new licensed products featuring artwork and branding originally developed for Adventure Time books.

In one of the ventures, the company is taking illustrations from BOOM!’s comic books—created by artists such as Shelli Paroline, Natasha Allegri, Braden Lamb, Ian McGinty, and others—and translating them to apparel and accessories sold through specialty stores such as Hot Topic. “We’re using images from these well-known artists and applying that art to soft goods,” said Pete Yoder, Cartoon Network’s v-p of North American consumer products. “We’re trying to lead with publishing and use those publishing assets to move the property forward.” The manufacturers for the apparel program are Mighty Fine for teens’ and juniors’ clothing and Changes for men’s.

With Penguin Young Readers Group, the master publisher for Adventure Time storybooks, chapter books, Mad Libs, and other children’s formats, Cartoon Network is introducing a cross-licensed merchandise initiative encompassing T-shirts and giftware under the Adventure Time Mad Libs brand. Penguin and Cartoon Network are overseeing that program jointly.

Meanwhile, Penguin and BOOM! continue to publish additional Adventure Time books, and Abrams just released The Adventure Time Encyclopaedia, a comprehensive tome put together with the assistance of the show’s creators.