The company who have bought the rights to Rupert Bear have announced plans to bring him "more into the 21st century."

Entertainment Rights think the cartoon’s potential has been neglected in recent years and now intend to put new shoes on him which they can in turn market to kids.

Mike Heap, CEO at Entertainment Rights, vowed: "We'll age him down a bit too."

A new TV series and DVDs based on the character, which first appeared as a comic strip in the 1920s, are currently in development.