Bulldog Licensing has struck a deal which will see Roland Rat front a promotional campaign to support the re-emergence of 80's favourite, Birds Eye Supermousse.
As part of the campaign, Roland Rat will be appearing in a series of media interviews and has also set up an 80's quiz on Facebook, featuring exclusive content. This is due to launch at the end of October.
Licensees have also been quick to sign up: Poetic Gem is already on board for an apparel line for adults, which includes t-shirts, underwear and nightwear. Bulldog is also targeting a range of other categories including plush, gifts and greetings cards.
"Birds Eye Supermousse was last seen during the 1980s, so who better to front the relaunch than a character that bestrode that decade like a colossus?" said Bulldog MD Rob Corney.
"It's not just Birds Eye that is looking to link up with Roland - his comeback has sparked a huge wave of nostalgia and licensees are quickly catching on to his retro potential."