Meet Bokkie, the Boks' new kid

SARU partnered with Sunrise Productions of Cape Town, the creators of Bokkie, in the development of the concept. The character is part of the Jungle Beat TV series, which has already been broadcast in more than 100 countries, and has won numerous international awards. The Jungle Beat brand has already been extended from the small screen into licensing deals with Woolworths, Ackermans, NuMetro, Pearson Education and SAA among others.

Bokkie attitude

"Bokkie is a character who communicates to all South African communities and to all ages, as well as to rugby audiences in other nations," said brand manager Sarah Williams. "He is a Springbok character who is appealing, but has 'attitude' to fit the rough and tumble world of rugby.

"The huge benefit to SARU is that he will assist in developing a broader awareness of rugby among the youth," said Williams. "Bokkie will have his own episodes and will be entered into major and even Oscar-qualifying film festivals. All this will continue to build Bokkie's profile while he remains clearly identified with SARU."

A line of Bokkie branded children's clothing is in production and the character will be highly visible during the Champion Tour - emblazoned on the Tour trailer - before appearing in marketing and promotional campaigns through the rest of the year.

See Bokkie on YouTube at www.youtube.com/watch?v=2SPCxsLxDd0.