Bulldog Licensing has signed on as the U.K. licensing agent for the iconic British game show “Bullesye.”

One of the most successful programs in ITV’s history, “Bullseye,” which combines a darts competition with general knowledge questions, first aired on ITV from 1981 to 1995. The show was revived in 2006 and continues to air every night.

Bulldog now plans to capitalize on the show’s retro appeal with extensions into a range of categories including apparel, gaming and gifting.