Peter Serafinowicz’s character Brian Butterfield is to star in a new children’s TV series.

The CBBC sketch show Fit will also feature comics Tony Law, Sara Pascoe and Dan Wright – already known to young viewers for his role in Big Chef, Little Chef.

It is being produced by Citrus Television, which co-produces the hit children’s comedy Horrible Histories for CBBC.

According to trade magazine Broadcast, Citrus is currently road-testing the series with child audiences. It should air in the autumn.

Butterfield, a hopeless entrepreneur, was inspired by a personal injury helpline advert and was a regular on BBC Two’s Peter Serafinowicz Show in 2009.

Serafinowicz is also working on a movie featuring the character.

Here is Butterfield adverting one of his ventures: