Aardman Animations' popular character Gromit is to become the new face of the Kennel Club's Good Citizen Dog Scheme - the largest dog training programme in the UK.
Announced today at Crufts 2008, the deal will be complemented by a new line of co-branded merchandise, mugs, fridge magnets, key rings and polo shirts/fleeces, exclusively available at Crufts.
Further merchandise, including co-branded dog accessories, will be available later this year.
"Wallace & Gromit are a British institution, and Gromit has become a much loved and iconic character, it was a natural step for us to join forces with another British institution of the Kennel Club, as Gromit is a perfect fit for their Good Citizen Dog Scheme," said Sean Clarke, head of marketing and licensing at Aardman.
"Gromit epitomizes everything the Scheme stands for, well behaved, well trained dogs and is an example to all owners and dogs to achieve."
Caroline Kisko, Kennel Club secretary, added: "Gromit is the nation's favourite dog and it's very exciting for the Kennel Club to have such a star as the new face of the Good Citizen Dog Scheme.
"Gromit is the most responsible dog of all, a role model not only for dogs, but also for their owners to follow."
Aardman is currently working on A Matter of Loaf and Death (formerly Trouble At' Mill), a half hour TV special for BBC1, starring Wallace & Gromit. It is due for delivery this autumn.