The announcement comes as Pesky celebrates the show hitting the number three spot on the list of CBeebies top performers.

Hit pre-school character Boj is entering the plush toys and stationery catefgories courtesy of SEGA Amusement International.

The announcement comes as Pesky celebrates the show hitting the number three spot on the list of CBeebies top performers, having reached over 3.8m kids aged 0-6 in the past two years, that’s three-quarters of the UK population.

Trevor Clarke, head of SEGA’s merchandise division, said: “We are delighted to be working with the loveable Boj brand and the team at Pesky, bringing this charming character and his friends to life in plush and merchandise for the very first time.“

David Hodgson, Pesky co-founder, added: “SEGA has shown such craft and commitment in translating Boj into these quality products. So it’s a joy to share with them these huge reach figures. That 75% of all kids six and under in the UK now know the brand is in fact great for everyone who wants to be buddies with Boj.”

Boj licensing agent Metrostar anticipates a busy Autumn for the property.

Managing director Claire Potter, added: “To be the third biggest property on CBeebies for all under sixes across two years is an outstanding achievement

"It's proof of Boj's incredible popularity amongst pre-schoolers and a superb platform for Sega's plush and other consumer products. We look forward to signing up further licensees on the back of this news.”