BWI Takes on ‘Sooty’

Redan Alchemy has appointed licensing agency Brands with Influence to bolster the product program for “The Sooty Show” in the U.K.

April 6, 2018

BWI Takes on ‘Sooty’

Brands with Influence on board to support “The Sooty Show.”


BWI will work to secure licensing deals in both the children’s and retro categories for the brand, among others.

“With ‘The Sooty Show’ now broadcast in Australia and New Zealand and the movie in development, we felt it was time to step up the licensing program and Brands with Influence are the perfect partner to help take this iconic brand forward,” says Richard Cadell, owner and presenter, “The Sooty Show.” “Redan Alchemy will continue to manage the brand, but we felt that it’s time for a specialist licensing company to get involved, especially when it comes to developing the retro/vintage sector and building links with larger retailers.”

“We jumped at the chance to represent ‘The Sooty Show,’ as huge fans of old custard cheeks, we can’t wait to start working with Richard, Sooty, Sweep and Soo, to grow this iconic brand and expand the licensing program into new

and exciting areas,” says Dom Wheeler, director, and Martin Lowde, managing director, Brands with Influence.

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