Postman Pat gets on his bike

Deal with Universal Cycles will see new wheeled product line hit shelves next spring.
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Entertainment Rights is continuing to look at new ways to boost its evergreen Postman Pat brand - revealing that Universal Cycles has been appointed as licensee for the new Special Delivery Service (SDS) to cover all wheeled and ride-on products.

The deal will include bicycles, trikes, scooters and accessory packs including helmets and safety pads, across the UK, Eire, Channel Islands and the Isle of Man.

Product is currently in development and will roll out across all major retailers in spring 2009, following the new series which will begin airing on Cbeebies next autumn.

"The new BBC series of Postman Pat SDS takes on a new momentum and features a brand new fleet of vehicles that help Pat deliver any place, anytime, anywhere, which provides an excellent basis from which to develop a range of innovative ride-ons," said Andrew Kerr, executive director of international consumer products and marketing at ER.

"We are delighted to be working with Universal Cycles, the UK's number one ride-on distributor and see this agreement as the start of a long standing relationship."

Gavin Markscheffell, MD of Universal Cycles, added: "Postman Pat is an iconic brand with an established heritage which has continually delighted pre-schoolers for over 27 years. Universal Cycles is currently developing a comprehensive range of ride-ons based on the vehicles that are so integral to the new show and that will complement Character Options' extensive new range."

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