Award winning media company UKTV has revealed the plans of its first ever licensing deal, taking the entertainment channel Dave into branded merchandise.
The UK's number one non-public service broadcaster channel will lead the firm's move into licensing, following its recent partnership with Evolution Europe and Rizon Studios Creative.
With 26 million viewers per month, the popularity of the channel - that launched in 2007 - is seeing a significant boost in its share of viewers year-on-year.
The new deal will see Evolution Europe and Rizon Studios Creative create comprehensive strategies to take Dave to market. Rizon will devise various materials and style guides, while Evolution Europe will present the collateral to potential licensees and DTR partners.
Colin Thomas, strategy manager, UKTV, said: "As UKTV continues to invest in original content and our portfolio of IP grows, we are looking to expand the network's successful channel and programming brands outside of traditional revenue streams, with merchandise being the next logical step commercially.
"This opens the door to new and exciting opportunities - beginning with the hugely popular Dave, a brand that resonates clearly with consumers."
General manager, Dave, Steve North, added: "Dave has become a household name with witty and irreverent shows that really resonate with viewers.
"I am looking forward to offering our audience fun and original products that capture the feel of their favourite channel and reflect Dave's brand values."
Dave Collins, managing director of Rizon, concluded: "Rizon Studios is delighted to be working with UKTV.
"In our discussions with the company it has become clear that our shared vision, creative passion and drive for innovation will forge a strong, successful and creative partnership.
"Rizon is delighted to be helping UKTV take this step in to the world of licensing."
The announcement follows UKTV's plans to invest a record £110 million in original content in 2013 across its network of 10 channels.
Dave has recently commisioned a raft of new series including Crackanory, Ross Noble Freewheeling, Dave Gorman's Modern Life is Goodish and Spending Dave's Money.