Lisle International has been chosen by Trinity Mirror to deliver a merchandising programme for its iconic Daily Mirror cartoon strip character, Andy Capp.
The programme will roll out across the UK and will include products such as posters, apparel, greetings and giftware and more.
Andy Capp first appeared in the paper in 1957, making it one of the longest running comic strips ever.
Created by Reg Smythe, Andy, his wife Flo and the brands host of characters are today followed by 200 million people worldwide, appearing every day in The Mirror and the Sunday Mirror.
Lisle International partner, Francesca Lisle, said: "Andy Capp is an institution and as well-known with the young adults of today as he is with the older generation who would have seen this cartoon in the 50s and 60s.
"As an instantly recognisable character, his unique humour will carry across many sectors of products such as posters, apparel, greetings and giftware and we see prospects for partners as being long term.
"With nearly 60 years under his belt, he represents a heritage property that also appeals to the modern day.
Fergus Mckenna, head of syndication and licensing for Trinity Mirror, added: "We are looking forward to working with Lisle in taking Andy Capp to an even wider audience in new ways.
"Everyone probably knows their own Andy Capp and what could be better than a humorous gift inspired by the great man himself."
Andy Capp himself offered his own congratulations on the new deal: "This calls for a drink... get em in, Chalkie."