He's still likeable, loveable and an all-round good guy

Nick Tamblyn Chorion

The updated show has also been sold to France and 17 other countries worldwide by Chorion, the company which owns the rights to Noddy.

The character has often been criticised for appearing outdated, but chairman Nick Tamblyn told BBC News Online this had not been a problem for some time.

"Changing political tastes over the years are bound to impact. But most of the non-politically correct elements were taken out probably 20-30 years ago."

Mr Tamblyn insisted that Noddy has also remained true to his roots.

US push

"I don't think people will see a huge difference in terms of character mix or how they will interact.

"He hasn't changed at all - he's still likeable, loveable and an all-round good guy."

Noddy has been updated for a modern audience

Mr Tamblyn said there would be a push to sell the show and market new toys in the US, as well as adding new lines to the 70 licensed products already available in the UK.

Soft toys, videos, DVDs, books and a Noddy magazine will be launched in the UK and around the world from the autumn.

Other key territories are France - where the show has also been sold - and India, Australia and New Zealand, where BBC Worldwide is acting as Chorion's agent.

Nick Wilson, controller of children's programmes at Channel 5, said: "We are building on our portfolio of great children's animation to ensure that Channel 5 is the leading terrestrial broadcaster of children's programmes."