BBC Worldwide has signed on to become the official licensing and merchandise agent for the Sooty brand in Australia and New Zealand.
The deal with Redan Alchemy LLP will see BBC Worldwide ANZ represent Sooty across television, merchandise, theatrical and digital rights, including distribution of the modern series of one of the world’s longest running children’s TV shows, The Sooty Show.
The iconic yellow bear, who made his TV debut on the BBC show Talent Night in the 1950s, has recently been enjoying a revival with a new generation of fans in the UK, with The Sooty Show airing daily on CITV and a sell-out live tour.
Elie Mansour, Head of Consumer Products BBC Worldwide ANZ, said: “We’re thrilled to represent Sooty. It is a quality, well-loved brand and we’re looking forward to bringing it alive for young audiences in Australia and New Zealand. We see lots of potential to develop the Sooty brand in this market.”
Richard Cadell, owner and presenter of The Sooty Show said "We are hugely excited to be partnering with BBC Worldwide in Australia and New Zealand. We know from our social media sites that there is huge affection for Sooty in Australia and we can't wait to bring the new series to our many fans down under."