The firm has refreshed the colour palette of its pre-school brand to include a red, orange and blue box with chequered patterns.

The pack will also include developmental call-outs for parents, highlighting the learning benefits of the new range.

New look Roary will roll out to all retailers across the country next year and can currently be seen by retailers at Vivid Imaginations in Guildford, Surrey.

Valerie Fry, director of licensing commented: “We are really pleased with the package redesign, and so far, the response from both licensees and retailers alike has been extremely positive.

"We are confident that this will further increase his appeal to boys and that products will continue to race off the shelves in 2011.”

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Emma Sherski, marketing and licensing director, Vivid Imaginations added: “The new packaging will undoubtedly strengthen Roary’s brand presence on shelf as we go into our fourth year at retail. 

"The new look is fresh and distinctive and will roll out on shelf next spring/summer."