Richard Cadell (The Sooty Show) and Mediatoon (The Magic Roundabout) have secured deals with the craft magazines and product publisher.

Both brands lend themselves perfectly to a range of craft lines which will appeal to fans who enjoy engaging in practical activities; the wide breadth of product includes stencils, paper kits, yarn kits, sewing patterns, knitting accessories, dyes and stamps as well as crafting stationery, plus many more.

The two-year deal covers all 13 titles from the Practical Publishing stable for both TLP managed properties and commences in early spring for The Sooty Show, with seven features across the year. The Magic Roundabout also includes seven features commencing mid-May. Focus areas will include a Sooty jumper and cushion, as well as pattern activities which let kids create their own toy Ermintrude, Florence and Dougal.

Leah Dever, licensing manager at Those Licensing People, commented: “We always knew that craft-focused products would sit well with both The Sooty Show and The Magic Roundabout. Practical Publishing is a specialist expert in this space and a perfect partner for these brands, from classic characters like Dougal right through to Sooty, who is enjoying his third series for ITV with Richard Cadell. We are delighted to have secured this partnership for both clients and are really excited by the creative ideas we’ve already seen from the team at Practical Publishing.”