Record company EMI, home to Coldplay and Robbie Williams, is to work with a different kind of artist after signing a deal to market fictional characters.
Could kiddies' favourite Noddy be teaming up with Robbie Williams?
It will help literary firm Chorion to develop commercial opportunities for well-loved figures such as Noddy, Hercule Poirot and Miss Marple.
Chorion owns the rights to the works of authors such as Agatha Christie, Enid Blyton and Raymond Chandler.
EMI's music publishing arm will look to develop the works in a musical context.
The deal - which will see EMI administer Chorion's music catalogue - could potentially see EMI artists recording a soundtrack for an Agatha Christie film or producing a Noddy-related mobile phone ringtone.
EMI said the agreement - the first of its kind for the company - illustrated how it was diversifying into new areas beyond its core music recording business.
"Chorion's wide portfolio of household brands gives us a major catalogue to represent worldwide and give our writers and artists new and unique areas to work in," said Jonathan Channon, EMI's senior vice president with responsibility for media and business development.
EMI has also signed a separate deal to develop a catalogue of children's music rights owned by Abbey Home Media.