Tetley Tea's raft of characters - the Tea Folk - are set for a move into the licensing business, following a deal with Golden Goose.
The exclusive three-year deal covers the UK and will see a range of consumer products launching, from homewares to food. The range of IP asets available to licensees includes an extensive image bank of the seven Tea Folk, led by Gaffer and Sydney.
Golden Goose will initially be eyeing up the kitchen accessories, stationery, toys and games categories.
"Golden Goose is delighted to be working with the Tetley brand team and to be building a strategic licensing programme around the Tea Folk," said Antonia Habdank-Toczyska, account director at the brand consultancy. "There is a great opportunity to extend the Tea Folk beyond traditional media and to that end we have several product launches in the pipeline this year."
Anand Gandesha, marketing manager at Tetley brand owners Tata Global Beverages, added: "We are a nation of tea lovers and the Tea Folk products will be the perfect accompaniment to enjoying, making or thinking about Tetley Tea."
Originally launched in 1973, the Tea Folk have appeared in 67 ads. They returned to screens last year, with the comeback voted one of the top ten marketing events of 2010.