Redan Alchemy has signed up Sooty to appear in its range of children's magazines, while the firm will also explore licensing opportunities for the classic character.
The firm - which was created by Redan Publishing earlier this year - will work with Richard Cadell, the owner and presenter of The Sooty Show, which is the longest running children's TV show in UK history.
"It's exciting times for Sooty, with a new series of the current show in development for CITV, Sooty, Sweep and Soo look set to benefit hugely from their exposure on TV and in Redan's award winning Fun To Learn magazines," Cadell commented.
"Redan Publishing specialises in identifying the strongest pre-school characters around and it's fantastic that they have seen the potential in Sooty. I'm really looking forward to developing the licensing side of the brand with the Alchemy team in 2013."
CEO of Redan Alchemy, Michael Gottlieb, added: "We are so excited to be working with an iconic, evergreen brand like Sooty. Not only do the characters fit perfectly into Redan's much loved children's magazines, the opportunities for licensing across all categories, not only as a pre-school brand, but also as a heritage line for adults and children alike are enormous. We can't wait to get started."
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