RUPERT become one of the world's most expensive bears yesterday after Entertainment Rights paid £6m to Express Newspapers for a two-thirds stake.
The bear has left his home of the past 85 years at the Daily Express and will now appear on television screens around the world.
The Rupert comic strip will continue to appear in the newspaper, where he had his first adventure on November 8, 1920, but the brand will be developed through television, DVDs and merchandise.
Entertainment Rights chief executive Mike Heap said: "A television series is being developed at the moment and that will be on screen this time next year. Then we will start the brand roll-out worldwide."
Earlier this year, Entertainment Rights unveiled plans to send Postman Pat on delivery in Japan and the US. He is now watched by a million viewers a day.
Entertainment Rights said: "This recognition, combined with our proven expertise in reinvigorating children's properties, provides a platform for Rupert Bear to become a leading global children's brand with significant merchandising potential."
The company's portfolio of characters also includes He-Man, She-Ra, Basil Brush and The Tweenies.
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