Bulldog Licensing has added the star of such TV commercials as ITV Digital and PG Tips - Monkey - to its stable of brands.
Initially targeting the fashion community, Bulldog will be rolling out Monkey merchandise across apparel, accessories, plush and gifts and is confident there will be a positive reaction from the industry.
Bulldog MD Rob Corney said: “Monkey is an absolute icon and presents huge possibilities. Everybody loves Monkey and it’s not very often you get to licence the rights to someone who’s already so highly placed in the list of most influential people in licensing.
“The awareness of Monkey is incredibly high and he has a huge cache as a fashion leader and cultural icon.”
Monkey first appeared on TV screens when his double act with Jonny Vegas featured in ads for ITV Digital.
The demise of ITV Digital saw the character at the centre of a custody battle, which resulted in him being adopted by Comic Relief.
PG Tips later snapped him up in a licence to front its multi-million pound TV advertising campaign.
2011 sees the tenth anniversary of Monkey, yet the brand has never had a comprehensive licensing programme behind it. Plush that went on sale during the ITV Digital era ended up selling on eBay for up to £300, and was once the number one selling line in The Gadget Shop.
Even before his debut at BLE on the Bulldog Licensing stand this year, Monkey was nominated as 13th Most Influential Person in Licensing in 2008 by the Licensing Leaders poll.