The company has confirmed the renewal which will take its partnership with Brands with Influence into 2019.
The worldwide deal is across a range of plush puppets and playsets for the iconic brand. Sooty continues to delight fans of all ages and has recently been the subject of a BBC documentary. New products were introduced into the Golden Bear range in 2016 to reflect his continual appeal.
The new Mischief and Magic Set, launching for autumn/winter 2016, is the ideal gift for budding magicians and practical jokers of all ages. The set features a Sooty hand puppet with magic wand, colour changing hanky and whoopee cushion. Also included is a booklet with six tricks to perform.
Golden Bear’s Sooty collection also includes classic Sooty, Sweep and Soo hand puppets and a Pop-Up Sooty Puppet Show, with a puppeteer box, magic wand and authentic water pistol.
New lines for 2017 will include the introduction of Sooty’s cousin Scampi into the range of hand puppets.
“Sooty is a beloved brand with proven appeal across a broad consumer base and has long been recognised as the nation’s favourite puppet,” said Katherine Pierce, senior licensing and marketing manager at Golden Bear. “We are delighted to be continuing our close relationship with Brands with Influence and looking forward to further innovate and extend our Sooty offering throughout 2017 and beyond with the introduction of fun new character toys to complement our existing portfolio.”