Sooty secures Fashion Lab as apparel licensee

Three year deal covers categories ranging from newborn up to adult
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Fashion Lab is the new apparel licensee for the Sooty brand after signing a three year deal.

The agreement is for apparel covering categories from newborn up to adult.

Sooty first appeared on the small screen in the fifties and remains on British TV in The Sooty Show, which is CITV's highest rated pre-school programme. A second series is on the way this month.

“We are so excited to be working with Fashion Lab on a fashion line for this great British Bear," said Michael Gottlieb, CEO of Redan Alchemy.

"We know that Sooty has cross generation appeal and Fashion Lab intend to make full use of this, with ranges to suit all ages and tastes."


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Richard Cadell on saving Sooty, brand longevity and stage shows

In 2007, it looked like Sooty might have launched his last custard pie following a difficult time under the ownership of Hit Entertainment. But Sooty presenter Richard Cadell acquired the rights and set about restoring the iconic puppet to its former glory. Now The Sooty Show is a ratings hit for ITV with licensing partners including Redan Publishing, Golden Bear and Fashion Lab proudly on board. Cadell talks to Billy Langsworthy about saving Sooty, picking partners and why a CGI version would be the nail in the coffin for the yellow bear

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