The royal blue blazers, featuring the show's logo, are being worn by the country's smartest youngsters as they challenge adults in the television quiz show. Grown-ups are put to the test as they work their way up the cash prize ladder for an ultimate reward of £250,000.

Contestants must choose whether to go it alone and trust their own knowledge or ask the help of one of their ten year old classmates. Those who lose are forced to utter the embarrassing phrase: ‘I am not smarter than a ten year old'.

Trutex marketing director Clare Rix said: "We're absolutely delighted to be providing products for a show which challenges children and pits them against adults.

"Badged blazers have become many schools' preferred choice of uniform as they adopt more traditional uniform policies in an attempt to create stronger identities and improve discipline. So it is rather apt that the programme's organisers have opted for blazers and they certainly give the children a more authoritative image on the programme."

She added: "I'm quite relieved that we have only been asked to supply blazers and not actually be contestants!"

Lancashire-based Trutex supplies around 1,400 stockists worldwide and has a turnover of £15 million.

Web: http://www.trutex.com/

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