Universal is getting uglier.

Universal Partnerships & Licensing has inked a deal with Pretty Ugly to rep the company’s Uglydoll franchise of characters across all digital platforms. That includes interactive games, apps, widgets and virtual goods.

Deal to rep another company’s characters in such a manner is a first for U and could grow into a significant new revenue opportunity for the studio.

But the studio already has a tie to the Uglydolls, with Chris Meledandri’s Illumination Entertainment developing an animated film around the characters. UP&L has successfully turned Illumination family films like “Despicable Me,” “Hop” and “The Lorax,” and some of the studio’s properties like “Scarface” into popular digital spinoffs through social games on Facebook, for example.

Uglydolls will now enable UP&L to flex those same digital muscles for another company’s franchise.

“Uglydoll is a beloved brand and a household name around the globe,” said Stephanie Sperber, president, Universal Partnerships & Licensing. “The unique world in which these distinctive characters exist will translate perfectly across digital platforms and our goal will be to find digital creative partners committed to maintaining the Uglydoll voice and staying true to the Uglydoll’s core independent spirit.”

The Uglydoll characters were created by the husband and wife artist team of David Horvath and Sun-Min Kim in 2001.