BRAND management group Chorion, the owners of the rights to Enid Blyton's novels, has awarded the core toy licence for Noddy characters to manufacturer Golden Bear, of Telford.
Chorion said the deal would result in a huge expansion of Noddy toys in shops.
The deal builds on renewed interest in Noddy after the character was relaunched last year in a computer generated animation series.
Sales of Noddy books have reached 200 million, and there are more than 400 product lines, including videos, clothing and gifts.
Golden Bear is already a major manufacturer of Noddy products.
Chorion chief executive Nicholas James said the deal further entrenched Enid Blyton's classic character as a must-have children's brand.
John Hayles, chairman of Golden Bear, which makes a range of toys based on children's TV favourites which include Bagpuss and Rainbow, said: "We believe that these new ranges of Noddy toys will become a bestseller.
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