British Airways to use Paddington Bear for children's travel

by Julia Buchanan, Promotions & Incentives 16-Jul-08, 11:15

LONDON - British Airways has signed a deal to use Paddington Bear for children's activity packs.

The character will appear on the packs distributed to three to five year olds to entertain them on international flights. Packs will be available from October as part of a two-year deal with the owner of Paddington’s merchandising rights, Chorion.

The British Airways deal is not the first to use the character. In September last year, Marmite signed up the famous bear to front its new TV campaign. The adverts showed Paddington switching from his customary marmalade sandwiches to trying Marmite.

In 2003, British Airways teamed up with Odeon to offer a free child’s flight voucher in the cinema chain. The voucher could be exchanged for a free BA child’s plane ticket when an adult plane ticket was purchased.