Collectibles maker Wade Ceramics has launched the first of a new series based on characters owned by cereal firm Kellogg's. The Burslem-based company has produced a Tony the Tiger moneybox bust. The move comes after Wade won a licence to produce dozens of characters from the Kellogg's collection.

Wade contract and collectibles manager Jenny Wright said the product was intended to appeal to both adults and children.

She said: "I'm delighted we have the kellogg's licence. It will allow us to develop new and exciting collectibles based around the 49 characters in the Kellogg's portfolio."

The Tony the Tiger model will retail at £30 for members of the Wade Ceramics Collectors' Club, and £35 for non-members.

Earlier this summer the company revealed it was to safeguard 250 jobs by closing one of its production sites.

Wade outlined plans to close its Royal Works at Burslem and transfer 80 staff to its original home at Hilltop in the mother town in a bid to streamline the business and cut costs by 10 per cent.