U.K. agency Bulldog Licensing has signed a deal to represent Monkey, the star of the TV ads for ITV Digital and PG Tips.
Monkey was first seen on U.K. screens in a double act with Jonny Vegas in a series of ads for ITV Digital, quickly winning him a cult following. The demise of ITV Digital saw Monkey at the center of a custody battle, which resulted in him being adopted by the charity Comic Relief. Tea brand, PG Tips, then snapped him up in a license to front its television advertising campaign, making Monkey one of the few advertising characters to transcend the product alongside which it appears, to be used in conjunction with a completely different campaign.
Bulldog will initially target the fashion community and will roll out Monkey merchandise across apparel, accessories, plush and gift in the early stages. The 10th anniversary of Monkey will be celebrated in 2011.