Pesky Productions has appointed Metrostar to represent its hit CBeebies show Boj ahead of the property’s visitor attraction launch.
As part of the new deal, Metrostar will focus on retail plush, toys, apparel and book publishing.
So far, Pesky has signed licensing deals for amusement plush with SEGA, puzzles and craft kits from Paul Lamond Games, magazines from Reden, Kennedy and Immediate, and music from Demon Records.
Claire Potter from Metrostar, said: “Boj is a great character with a great message and little ones adore him.
“They’re going to love the Boj attraction right in the very heart of England and we’re looking forward to creating Boj licensed products for them to enjoy too.”
Metrostar is set to introduce Boj to licensees and retailers during The Licensing and Merchandising Showcase in May.
David Hodgson from Pesky, added: “Boj continues to extend his reach, not only remaining a stand-out show on CBeebies, but also now going global with other blue-chip broadcasters.
“Boj makes friends everywhere, so it's good to see him getting equally strong ratings with boys and girls. As we've built a big group of fans looking for Boj products I'm delighted that Metrostar is on board to grow our licensing programme.”