Paddington Bear takes to the air with BA

LONDON - Paddington Bear is to feature in British Airways' on-board packs for child passengers from October after a deal secured by intellectual property company Chorion, which licensed the character to Marmite last year.

The animated Peruvian bear made a comeback in a Marmite ad last September after an absence from television screens of 20 years.

The deal with BA is the first since Chorion created a new division specialising in marketing and promotional partnerships for its range of iconic children's characters, which also include the Mr Men, Noddy and Beatrix Potter.

Vickie Holtom, Chorion's partnership manager, who will head the new division, said: "The campaign with British Airways is the perfect example of the partnerships we are hoping to establish through our new division."

A Chorion promotion deal with Persil last autumn featuring three Mr Men characters saw sales on the promoted brands lifted by 60%, according to Chorion.

Holtom said: "Chorion Brand Partners can offer organisations strategic promotional tie-ups which will help build a company's brand profile through association with one of our much-loved properties."

Chorion acquired the independent licensing business The Copyrights Group last November. It also produces television series including 'The Mr Men Show', 'Famous Five' and Noddy' and owns lifestyle brand licenses including Rough Guides and Country Diary.