The Welsh Rugby Union is looking to secure a number of licensing deals with its animated dragon mascot Scorch in the run up to this year's Rugby World Cup.
Created by Sunrise Productions, Scorch was made to personify the passion and pride of the Welsh rugby players who have lifted four RBS 6 Nations titles and three Grand Slams in the last decade.
The character has two distinct forms - the powerful adult Scorch and the cute Scorch Bach, his younger self. This means that he can appeal to a wide age range, from young children to adults, plus new and existing WRU supporters.
He is already the star of his own series of graphic novels, which are used as part of a wider literacy programme in Wales, and also has his own animation and mobile game.
The WRU has already secured a number of key licensing partners for Scorch, with products now in-store. Tri Distribution has signed to produce a range of fan apparel in Tesco stores, while there will also be a range of rugby balls bearing scorch marks.
Other licensing deals include Brecrest Fashion, which will supply a range of dress up suits and babywear.
Further opportunities are available and will become more valuable as the Rugby World Cup approaches in September.
"We work hard to ensure a carnival atmosphere at the Millennium Stadium and to reflect the hard work, professionalism and talent and appeal of our players on the pitch with the infrastructure we have in place off it," explained WRU group head of sales and marketing, Craig Maxwell.
"Scorch is an innovative concept: he is a rich resource for us in terms of his ability to communicate and quantify the pride and the passion of the players and to represent the fans.
"Scorch has become a key part of the way we communicate with our young audience online, through social media and directly in our rugby camps and outreach programmes, and all associated literature. He has provided the WRU with an identity which young fans are able to relate to."