Creative product and entertainment studio Toikido and musician Ed Sheeran’s hot sauce brand Tingly Ted’s have entered a licensing agreement. Tingly Ted’s merchandise partner WMX, part of Warner Music Group, contributed to the collaboration.

The partnership will produce Tingly Ted’s-branded products, including toys, collectibles, accessories, apparel, and more. Tingly Ted’s was inspired by Sheeran’s desire for hot sauce and ketchup — Heinz launched the mildly spicy sauce last year, and it is now available in major supermarkets in the UK. The brand can be identified by the mascot, Ted the Grumpy Bear.

“Tingly Ted’s is all about adding a little extra to everyday meals. Partnering with Toikido allows us to extend that creativity beyond the kitchen and into everyday life. I’m excited to see Ted the Grumpy Bear on everything from T-shirts to plush toys,” Sheeran says.

“Tingly Ted’s combines Ed Sheeran’s creativity with a distinctive, fun product. Toikido is a creative product-led IP studio, and this collaboration with Tingly Ted’s aligns perfectly with our mission. We can’t wait to bring these products to fans worldwide,” Darran Garnham, CEO of Toikido, adds.

For more information on Toikido’s current offerings, visit toikido.com.