Coolabi is looking to gain extra exposure for the popular Purple Ronnie brand - securing a deal with the Professional Darts Corporation for exclusive merchandise to be sold during the World Darts Championship.
Produced especially for the event - which runs at Alexandra Palace, London from December 16th to January 3rd - the range will include Purple Ronnie darts-themed tankards, mugs, chocolate, hip flasks and t-shirts.
All will feature illustrations - including Ronnie and girlfriend as King and Queen of Darts - as well as new poems by Purple Ronnie creator, Giles Andreae.
An exclusive competition will also run online to coincide with the tournament. Darts fans will have the chance to see themselves and their darts team - or family - drawn as Purple Ronnie stick characters. The winner will also receive a special original poem dedicated to them by Andreae.
"Darts is an increasingly popular and mass market sport - one of the most watched on Sky Sports in the UK - and Purple Ronnie is the perfect character to capture the spirit of the game," stated Anna Hewitt, head of licensing at Coolabi. "From the local pub through to massive events such as the World Championship, darts is very much a sport that everyone can participate in, and Ronnie is the archetypal Everyman."
Matthew Porter, chief executive of the Professional Darts Corporation, added: "Purple Ronnie will be a very popular addition to this year's event."