Golden Bear has agreed a deal with Redan Alchemy LLP to become the master toy partner for The Sooty Show.
A brand new toy line for the UK and Eire will arrive in autumn 2014, covering plush and plastics.
The Sooty Show is the longest running kids TV show in the world, and is shown daily on CITV and on weekends on ITV.
The second series of The Sooty Show is attracting over 160K viewers an episode and is in the top 25 most viewed programmes on the ITV player.
Sooty brand owner Richard Cadell, said: “Sooty, Sweep, Soo and I are delighted that Golden Bear is our Master Toy partner. Their reputation for high quality product and success at retail, coupled with their history as a previous licensee of Sooty, makes them the perfect fit for the brand.
"I’m really looking forward to working with their team to develop superb toys for the new generation of Sooty fans.”
Christine Nicholls, vice chairman and director of product development at Golden Bear, added: “We are so pleased to have been granted the master toy licence as Sooty is very close to our hearts. It’s really exciting to see a property we have worked with in the past come back stronger than ever.
"Sooty’s timeless appeal is working its magic on a new generation of children and we are looking forward to developing a range of products to appeal to fans both old and new.”