Redan Alchemy has struck a deal with LF Beauty in the U.K. to design and produce toiletries for the iconic TV series “The Sooty Show.”

“Sooty, Sweep, Soo and I are thrilled that LF Beauty have come on board to produce a range of toiletries for us,” says Richard Cadell, Sooty brand owner. “Their innovative designs and reputation for high-quality product makes them the perfect fit for the brand. Sweep isn’t exactly over enthusiastic at the thought of having to take more baths, but if they can come up with a sausage smelling shampoo I’m sure he’ll come round.”

“The Sooty Show” airs daily on CITV and on weekends on IT, while the sell-out “Sooty Show Live” tour has just added 43 additional dates to extend to April 2015.

LF Beauty joins a growing band of Sooty licensees which also includes Golden Bear (toys) and Fashion Lab (apparel).

“LF Beauty are looking to expand our licensed product ranges and ‘The Sooty Show’ will be a valuable addition to our portfolio,” says Maxine Johone-Smith, head of design, LF Beauty. “Loved by both adults and children we hope to produce products that appeal to all generations of Sooty fans.”