Warner Bros Consumer Products has signed a deal with confectionery giant Swizzels Matlow.
The agreement will see the firm create Scooby-Doo versions of best selling lines including Love Hearts and Drumstick Lollies, due to hit retail in Q1 2011.
"Just like Scooby-Doo, Swizzels Matlow has a very proud and respected tradition of producing quality products that can be enjoyed by the whole family," commented Mark Walker, sales director at Swizzels Matlow. "We're delighted to be working with the team at Warner Bros and look forward to developing a fun range of sweet treats that leverages the iconic status of our respective brands."
Paul Bufton, UK general manager at WBCP, added: "Scooby-Doo is synonymous with eating and quality family fun, and there are few partners who understand this market as well as Swizzels Matlow. We look forward to welcoming them into the Scooby-Doo licensing programme."