The ever first England regional definitive stamps are revealed April 23, on the St. George's Day, the day to mark the patron saint of England. The new regional stamps are bearing pictural design, instead of the Machin designs. Royal Mail has issued regional stamps for Northern Ireland, Scotland and Wales since 1958. Pictorial definitives for Wales and Scotland were introduced in 1999, and Northern Ireland's first regional pictorials were issued March 6 this year.

The four new regional stamps for England feature images of the three lions of England (2nd), the crowned lion of England (1st), the English oak tree (E) and the English Tudor rose (65 pence). The designs were approved by the queen. The 65p stamp pays the basic airmail rate for a letter weighing between 10 grams and 20 grams. The  nondenominated "2nd"  (currently 19p), and "1st" (27p) pay for the domestic basic rate and "E" (36p) pays for the European-rate.  In addition to the main design, each stamp includes a silhouette of the queen's bust in silver at the top right. These new regional stamps are to replace the standard Queen Elizabeth II definitive (regular-issue) stamps at more than 14,000 post offices across England. The stamps will be valid  throughout the United Kingdom. The Machin-design Queen Elizabeth II definitives will still be available upon request at post offices.

In the Middle Ages, the lion was considered to be the embodiment of courage, strength and nobleness, the king of beasts and a fitting symbol of royalty. The traditional three lions of England is shown on the shield of England. This shield dates to the time of King Richard I, Coeur de Lion, who reigned 1189-99. The crowned lion of England is marking the shield of St. George. The oak, featured on the European-rate stamp, is recognized as quintessentially English and typifies strength and endurance. Trees rarely appeared in English heraldry before 1700, but they became more popular in the 18th century. The tree also is pictured on many pub signs. The England's Tudor rose, picturing on the 65p value, is the symbol the Tudor dynasty.

The stamps were designed by Sedley Place using images sculpted by David Dathan and photographed by Chris Ridley.  De La Rue Security Print produced the stamps by gravure (a recess process using multiple cylinders, one for each ink) in sheets of 200. The stamps measure 20 millimeters by 24mm and are perforated gauge 15 by 14. The second-class stamp has one phosphor band, and the others have two. These bands activate letter-facing and canceling equipment.