Cadbury World has turned to leading collectables firm Wade Ceramics to develop some exciting new product lines for its visitor attraction which welcomes more than 500,000 chocoholics every year.

The products will add to the range of merchandise featuring the attraction's signature Chucklebean character, a fun-loving cocoa bean and one of Cadbury World's children's characters.

A Chucklebean egg cup and miniature figure will be supported by a traditional van moneybox - all be produced by Wade for launch at the end of 2002.

Price, appeal and collectability were all key factors when deciding which novelties to produce.

Famous for its collectable pocket money figures, Stoke-based Wade has produced miniature figures since the 1950's.

To meet the visitor shop's need for smaller, more affordable, impulse items for its gift shop, Wade has created the first ever Chucklebean Whimsie to retail at a low price point.

Appeal was also an important consideration when designing the egg cup and Wade worked closely with Cadbury World to develop an exact character likeness for its Chucklebean. Six centimetres high and light brown the item matches the character in every detail.

The Cadbury World van has been produced by Wade to reflect the chocolate producer's history and heritage. Doubling up as a money box, the product will appeal to Wade's 10,000 strong collector audience and visitors to the centre alike.

Retail manager at Cadbury World, Hilary Gibbs commented: "One of the most influential factors in choosing Wade was the company's reputation and expertise in the area of bespoke promotional collectables.

"We are delighted with the designs to date and anticipate a good response from visitors to the finished items."

All items will be stamped with the Wade name. For further information on obtaining the Cadbury World products please contact 0121 451 4000 ext 2251.

For further details on ceramic promotional campaigns from Wade Ceramics please call 01782 577 321 or visit the company website at www.wade.co.uk.