'Great British Bake Off' bosses have reportedly trademarked Paul Hollywood's signature 'Hollywood handshake'.
The creators behind the hit Channel 4 show are looking to create a line of merchandise - which could include children's toys, clothing, kitchen implements and more - based on the judge's coveted gesture.
A source told The Sun newspaper's TV Biz column: "This isn't just a reflection of the ongoing popularity of Paul but the continual success story that is the 'Bake Off'.
"It launched in 2010 but 12 years later, it's still going strong and the creators, Love Productions, are still growing the band.
"This is just another ingenious offshoot which is sure to go down well with fans of the show and among the army of Paul's fans."
The new trademark will allow them to use the handshake on a range of products covering everything from kitchen knives, video games and food processors to skateboards, kitchen roll, oven gloves and underwear.
Meanwhile, last month it was revealed Channel 4 has agreed a new deal with Love Productions to retain the rights to the competition series - which they took from the BBC in 2016 - until 2024.
Ian Katz, Channel 4's chief content officer, said: “We are thrilled that Channel 4 will continue to serve up 'Bake Off’s unique combination of warmth, humour and soggy bottoms for years to come.
"'Bake Off' is all about optimism, celebrating eccentricity and bringing the nation together, precisely what a publicly owned Channel 4 is here to do.”
Richard McKerrow, the chief executive of Love Productions, added: “We are delighted to have extended 'Bake Off’s stay on Channel 4 for another three years.
“Love Productions’ long-term commitment with Channel 4 illustrates a deep, warm, mutual respect and partnership which enables us to bring Bake Off to the widest audience possible.”
The new deal also includes spin-off shows, including 'Junior Bake Off' and 'Bake Off: An Extra Slice', as well as 'The Great Pottery Throw Down', which is also made by Love Productions.