Redan Alchemy has appointed Golden Bear as the master toy partner for the iconic British kids’ brand The Sooty Show.

A new toy line for the brand featuring plush and plastics will release in the U.K. and Eire in fall 2014.

Golden Bear joins a roster of licensing partners for the heritage brands in categories including apparel, jewelry and magazine publishing that will launch in the coming year. 

“The Sooty Show” is the longest-running kids TV show in the U.K. and airs daily on CITV and on weekends on ITV.

“It’s really exciting to see a property we have worked with in the past come back stronger than ever,” says Christine Nicholls, vice chairman and director of product development, Golden Bear. “Sooty’s timeless appeal is working its magic on a new generation of children, and we are looking forward to developing a range of products to appeal to fans both old and new.”