The firm will represent Sooty across television, merchandise, theatrical and digital platforms.

BBC Worldwide signs as licensing agent for Sooty in Australia and New Zealand

BBC Worldwide has signed a deal to become the official licensing and merchandise agent for Sooty in Australia and New Zealand.

The deal with Redan Alchemy LLP will see BBC Worldwide ANZ represent Sooty across television, merchandise, theatrical and digital, including distribution of series one of The Sooty Show.

“We’re thrilled to represent Sooty," Elie Mansour, head of consumer products, BBC Worldwide ANZ.

"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,added: "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."

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