Sunny Jim was the character on the front of Force cereal packaging and an advertising rag doll for their wheat flakes.
He wears a red coat with white trousers, a monacle and a black hat with his name on and he is carrying a box of Force wheat flakes.
You could send off for a Sunny Jim doll with a coupon which came in the packet for 1/- and the top of 2 Force boxes.
Sunny Jim dolls have been made and sent out since the 1920s, with subtle changes to the design over time. This one looks to have been made in the 1970s.