Entertainment Rights has appointed Character Options as the master toy licensee for Postman Pat.
The agreement covers all products, including toys, playsets, plush and collectibles. Items will appear in-store from early 2009 to coincide with the brand new series on Cbeebies and BBC2.
ER has 80 episodes of Postman Pat in its catalogue, which is exclusively licensed to the BBC. The new show of 26x15-minute episodes will see the character in a new job as he takes on a promotion as Head of Special Delivery Service.
"In the new BBC series for Postman Pat, we are taking the much loved and well known characters of the show into a newly extended dynamic environment," explained Claire Shaw, director of consumer products at Entertainment Rights.
"The show has an expanded diverse cast, a fleet of new vehicles, new locations and dynamic, fast paced storylines, which provides an excellent basis from which to develop innovative new toy products.
"Character Options has an incredibly strong pedigree in exploiting children's television shows and we are confident they will take Postman Pat to another level within the pre-school toy category."
Jon Diver, MD of Character, added:"Character's plan is to produce a comprehensive range of toys on a new scale to that previously seen in the market, including characters from the classic and new series. The range will be heavily promoted from the first week we ship in early 2009.
"We believe that the licence will become an important brand within out portfolio and a top five pre-school property."