Sali set to succeed Superted

Sali Mali and her mischievous friend, Jack Daw

The Welsh animation company that brought the famous flying teddy Superted to the small screen has a new cartoon success on its hands.

Sali Mali was created by Mary Vaughn Jones over 30 years ago and is a classic of Welsh children's literature.

It was made into a live-action TV series in the 1990s.

Superted was Siriol's first success

After gaining cult status on S4C, the new series, made by Cardiff Bay-based Siriol Productions, looks set to become one of Wales's biggest TV exports.

The series is voiced in English and Welsh by Rhys Ifans, best known for his role in Notting Hill, and the title song is sung by Cerys Matthews, of pop band Catatonia.

It has become a firm favourite with Welsh children and has a classic appeal that could attract an international audience.

It is broadcast in English on the digital channel Nickelodeon in the rest of the UK.

The stories feature a Welsh mam and her mischievous jackdaw called Jack Daw. He is the naughtiest bird in Wales and, according to Sali's own website, if he flew over the border, he'd be the naughtiest bird in England too.

Sali's stories have an international appeal

The books became an instant hit with young Welsh readers and the animated series has introduced the loveable character to a new generation.

The 37 eight-minute episodes of Superted have been the biggest success so far for Siriol (Welsh for 'cheerful') and the series won a prestigious BAFTA award in 1987.

Since then, the company has produced a Welsh children's series about a naughty duck called Wil Cwac Cwac, as well as other series.

It has also made a 50-minute animated version of Dylan Thomas's "Under Milk Wood", featuring the voice of Richard Burton.

The company is hoping that Sali Mali will be its biggest success.