With celebrations for the 50th anniversary of classic doll brand Sindy due to kick off next year, Bulldog Licensing has signed a deal with Pedigree to represent the property.
The Sindy brand has sold over 150 million dolls worldwide to date, and autumn 2012 will see the start of the 50th birthday celebrations.
Plans are in place for a Sindy exhibition at a high profile London venue to explore the doll's influence on British style. A number of additional initiatives are under discussion to coincide with the event.
Bulldog will be looking to target sectors that tie in with Sindy's position in the fashion world, such as perfume, accessories, apparel, jewellery and footwear.
"Sindy occupies a very special place in British culture and is familiar to millions, as well as being a brand with a serious reputation as a fashion icon," said Rob Corney, Bulldog MD. "The brand's 50th anniversary next year will produce a huge amount of publicity and we are looking to develop a programme that concentrates on high-end fashion product.
"We are already attracting considerable interest from licensees and are expecting to announce new deals very soon."