A number of deals have been signed for Roland Rat, Brit morning television icon, according to agent Bulldog Licensing.
The latest licensees include:
Posh Paws for plush, talking plush, key chains and ceramics
Poetic Gem for T-shirts, underwear and nightwear
Rob Lowe and Sons for socks
Digital Classics for a DVD collection
Smiffys for dress-up
The character is also available for categories in mobile phone content, publishing and promotions.