Major deal for Little Britain merchandise

A vast range of Little Britain spin-off merchandise is to be launched later this year following a new licensing deal

Underwear pronouncing "I'm the only gay in the village" and Vicky Pollard pencil sets are among the items set to his stores as part of the contract.

The market for products ranging from mugs to official ringtones is put at £50 million this year alone, according to MediaGuardian.

The BBC awarded the five-year contact to Granada Ventures, an arm of the commercial broadcaster ITV.

Several pirate items are already available, but show creators Matt Lucas and David Walliams were reportedly keen to clamp down on the counterfeiters, to ensure they profit from their own work.

 Martin Lowde, ITV's director of licensing, said: "One of the things the creators were worried about was protecting the brand and equity they have."

Published: 16 May 2005