Paddington Bear is now the official face of Robertson’s Golden Shred marmalade and following the success of the campaign’s launch, Rainbow Designs’ says its My First Paddington range is taking off.
The extensive campaign, which includes a collectable badge scheme, has already gained a wealth of media coverage and the Paddington Bear character is enjoying a resurgence.
Anthony Temple, Rainbow Designs’ Managing Director said: "Breakfast time is a great British institution so the link-up between Paddington and the leading marmalade brand is a perfect match.
"The new Robertson’s Marmalade promotion has taken the profile of this classic character to even higher heights and we are delighted that younger Paddington fans are now playing with Rainbow toys which feature their favourite bear."
New to the My First Paddington range for 2010 is the My First Small Paddington soft toy, four new wooden toys including Picture Blocks and Peg Puzzle in addition to a range of new activity books.