Fashion Lab is the new apparel licensee for the Sooty brand after signing a three year deal.
The agreement is for apparel covering categories from newborn up to adult.
Sooty first appeared on the small screen in the fifties and remains on British TV in The Sooty Show, which is CITV’s highest rated pre-school programme. A second series is on the way this month.
“We are so excited to be working with Fashion Lab on a fashion line for this great British Bear," said Michael Gottlieb, CEO of Redan Alchemy.
"We know that Sooty has cross generation appeal and Fashion Lab intend to make full use of this, with ranges to suit all ages and tastes."