Sooty heads down under with new broadcast and toy partnerships

Popular kids’ character Sooty is heading down under as BBC Worldwide secures new broadcasting and distribution partners in Australia and New Zealand.

Jasnor has been appointed as the distributor of both Sooty puppets and plush toys across the territory, with a range soon to be available in ABC stores and online at

The appointment follows confirmation that the latest version of The Sooty Show will air in the Nine Network in Australia and TV2 in New Zealand from tomorrow (Saturday, August 29th).

One of the longest running children’s TV shows in the world, Sooty made its TV debut in the 1950s and currently airs daily on CITV in the UK with a Sooty the Movie, starring host Richard Cadell set to go into production later this year.

BBC worldwide was recently announced as the official licensing and merchandise agent for the Sooty brand in Australia and New Zealand in a deal with Redan Alchemy.

“Sooty is a much-loved British brand with a strong heritage in Australia and New Zealand,” said Brigid Roberts, licensing and sponsorship manager, BBC Worldwide ANZ.

“We’re very excited to be partnering with Jasnor and we see lots of potential for Sooty in this market.”

Cadell, presenter of The Sooty Show and owner of the Sooty brand, added: “I am so excited to be bringing the new Sooty Show to Australia and New Zealand. It’s great that fans will also have the chance to buy their own set of puppets so they can create the magic of Sooty at home.”

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