He's rumoured to be worth £10 million (NZ$20 million), insured for £1 million, with a book deal in the works and an offer to be the face of an advertising campaign.
He is a dog named Pudsey.
The six-year-old, whose ancestry includes border collie, Chinese crested powderpuff and bichon frise, and his owner, 17-year-old Ashleigh Butler won Britain's Got Talent on Saturday night, taking home £500,000.
» Watch Pudsey's audition
The pair performed an original routine on the reality show's finale, with Pudsey walking on his hind legs, rolling on command, twirling and leaping in the air to the Mission Impossible theme song.
The Daily Mail reported Pudsey had become something of a diva since his big win, expecting trips on private jets, being escorted by bodyguards and having a trademarked name.
They also estimated Pudsey's show business career could earn him millions.
But Butler hosed down some of the more outrageous claims about the canine's celebrity status during an interview on UK breakfast show Daybreak.
On Pudsey having three security guards: "That is not true."
On his name being trademarked by Simon Cowell's production company: "No".
On a book deal: "Maybe".
On being the face of a dog food commercial: "Nothing's been confirmed yet".
On getting security in her backyard: "I haven't been home yet, so not at the moment".
Pudsey has had far more luck than Uggie, the Jack Russell terrier who starred alongside Jean Dujardin in the Oscar-winning film The Artist.
Uggie, who won the top dog honour at the Golden Collars and reportedly wore £120,000 worth of diamonds to a pre-Oscars party, has been forced into retirement by a "mysterious shaking syndrome", The Daily Mail reported.
"It's very sad but he is suffering from a mystery shaking syndrome. It is a neurological disorder and we've spent thousands on vets' bills trying to figure out what is causing it but the experts don't really know," trainer Omar Von Muller said.
"He started shaking shortly before The Artist began filming in November 2010. It comes and goes and, ironically, it is worse when he's relaxed.
"When we were filming you could hardly notice it."
- Sydney Morning Herald
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