Golden Bear has renewed its Sooty license agreement, which will see the toy firm take its partnership with Brands with Influence through to 2019.
The deal will span a line of plush puppets and play-sets, with new products already introduced to the range throughout 2016.
“With a continuing strong TV presence and a UK wide live theatre tour in 2017, Sooty continues to be a really important brand in the children’s market,” said Martin Lowde, MD of Brands with Influence.
“Renewing this deal with Golden Bear is further evidence that the brand is growing not just in the UK, but in Australia and the Far East.”
Additional new lines for 2017 will include the introduction of Sooty’s cousin Scampi to a collection of hand puppets.
Katherine Pierce, senior licensing and marketing manager at Golden Bear, added: “Sooty is a beloved brand with proven appeal across a broad consumer base and has long been recognised as the nation’s favourite puppet.
“We are delighted to be continuing our close relationship with Brands with Influence and looking forward to further innovate and extend our Sooty offering throughout 2017 and beyond with the introduction of fun new character toys to complement our existing portfolio.”