In February 2006, the Curious George brand joined with Welch's jelly for a collectible of six jars. In the latter part of that decade (when the new film and the new television show were released), licensing deals for the character generally involved less upscale, more kid-focused products. Earlier, Vivendi Universal (now NBCUniversal) had, for a short time, embraced the use of the character in a series of 2001 adverts for the company (but the character never officially became a corporate mascot).