Licensing agency Brands with Influence has secured a key deal for Roy of the Rovers between Ginger Fox and Egmont UK.
The agreement will see Ginger Fox produce a range of gifting merchandise based on the classic comic character. Products will be in store from early autumn.
The firm has already been working on designs and product development with BWI and Egmont, using the new Roy of the Rovers style guide produced by John Davey Associates.
"Roy of the Rovers is proving incredibly popular and we were, therefore, faced with several companies wanting to acquire rights in the gifting category," said Dom Wheeler, account director at BWI. "In the end, after a competitive tender process, Ginger Fox were awarded the licence based on their exciting range of gifts, games and novelty products for distribution across major retailers."
David Riley, MD of Egmont Publishing Group, added: "We are delighted to have Ginger Fox come on board for our classic brand Roy of the Rovers. It's over 40 years since Roy first took to the pitch, and it's amazing to see how the Roy of the Rovers spirit and brand still remain relevant and strong today."