GVC's ongoing realignment of its Foxy Bingo and Casino sites has seen the operator unveil Hollywood actress Heather Graham as the new face of the brand.

She assumes the role from Foxy, the purple suited character that has represented the brand for nearly a decade.

Graham will represent Foxy Bingo and Casino through to 2018 as part of a £10m brand refresh and marketing campaign.

The star of Hollywood films including Boogie Nights, The Hangover, and the upcoming Sky Atlantic comedy Bliss will feature in a series of TV commercials premiering in the UK on ITV on March 9th.

The first execution in a series of six tongue-in-cheek commercials features Graham perfecting her northern accent and offering the director suggestions for character development.

"I love comedy and I love British wit,” Graham said of her new role. “When they told me I would get to play Foxy, I loved the idea and thought it was hilarious. I especially loved wearing the tail. I wish I could have kept the tail! I've never gotten to play a man or a fox so it was a big challenge."

Adele Lawton, GVC’s group head of bingo, commented: “Our partnership with Heather Graham is the largest phase of a £10m brand re-vamp and marketing campaign which will bring Foxy to a new generation of players.

“Heather is the embodiment of our mantra: ‘Random. Fun.’ and today’s announcement marks a new era for Foxy Bingo and Casino.”

As part of the realignment of the Foxy brand, GVC has also announced an end to its long-running sponsorship of The Jeremy Kyle Show, which began back in February 2008.