History is littered with examples of brands trying to reinvent themselves to appeal to a new generation, but for one of literature's most successful franchises, all that's required is a return to its roots - literally.

Since he first swung onto the world stage in 1912 the bare-chested, savage yet principled character of Tarzan has struck a chord with generation after generation as he fights to protect the jungle, its resources and its inhabitants. Now, almost a hundred years later, a partnership between the Edgar Rice Burroughs estate and one of Britain's hottest writers is set to bring Tarzan the Eco Warrior to the PlayStation generation, with a new series of Tarzan novels.

Andy Briggs, whose credits include the highly successful 'Hero.com and Villain.net' book series, now in negotiation for an animated TV series, and a string of scriptwriting credits for the likes of Disney and Paramount Pictures has already been involved with iconic franchises such as Highlander and Judge Dredd. For him, the character of Tarzan and his beliefs are ripe for re-booting. Tarzan remains the iconic hero, the man raised by apes and protector of the wild but in the 21st century he is edgier and more feral.

"Tarzan has more perils to face now: warring rebels, poaching of endangered animals, illegal logging and the decline of the environment are all issues that resonate with younger audiences" explains Andy. "He combines untamed savagery and power with a deep morality and love for the environment which genuinely speaks to them, as does the perennial love story of Tarzan and Jane, although Jane now carries an iPod."

The combination of strong writing, a global icon and the up-coming Tarzan centenary provide the perfect springboard for what looks likely to be a major series of books with an inevitable cross-over to film and merchandising. It is a combination which Julian Friedmann, agent to both Andy Briggs and Edgar Rice Burroughs, Inc. believes has all the right ingredients.