Richard Cadell has appointed the company to manage the UK licensing.
Those Licensing People has been appointed as the UK agent for The Sooty Show.
The brand – which celebrated its 70th anniversary in July amidst a host of media coverage – has a new series launching on ITV in September. It will continue to be broadcast for three years, while a national theatre tour is planned for 2019.
The brand has also focused efforts on its digital offering with a fresh new website, as well as a YouTube channel that has attracted over 11 million views.
“We are so excited to be involved with Sooty for this huge milestone and our creative team has some fantastic ideas to refresh the brand,” said Russell Dever, md of Those Licensing People. “Classic brands our definitely our forte at TLP.”
Brand owner Richard Cadell added: “I am thrilled that Sooty will now be represented by Those Licensing People.
“Following Sooty‘s 70th birthday celebrations, the demand for Sooty has gone into overdrive. TLP are the perfect choice to guide this iconic brand through such exciting times.”
The Sooty Show joins other classic brands including The Magic Roundabout and Roobarb and Custard in Those Licensing People’s portfolio.
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