PMS International is to roll out a line of licensed amusement plush based on the Roobarb and Custard characters.
The agreement with owners A&BTV was brokered by licensing agency AT Merchandise, a division of AT New Media. The company was asked last year to boost Roobarb and Custard's internet presence, as well as back up the TV scheduling and build the merchandise programme.
PMS is one of several licensees now putting together a range of classic British TV characters.
David Barker, licensing director of PMS International, said: "We cannot believe that Roobarb and Custard have never been made available as amusement plush, given the huge pent-up demand caused by the ongoing Milkshake TV broadcasts and the British public's enduring love of the characters.
We look forward to very high sales of the products, especially within our whole Classic British Characters collection."
Steve Manley, COO at AT New Media, added: "We were flattered to be asked by A&BTV to manage the online marketing and merchandise licensing of Roobarb and Custard."