For Christmas this year, UK retailer Marks & Spencer launched a holiday campaign called #LoveTheBear that puts Paddington front and center alongside Santa Claus. The fun and family-friendly ad tells the story of how Paddington helps to save Christmas for his friends and neighbors.
Along with releasing a charming video advertisement, M&S also turned the ad into a storybook that can be purchased to support the the UK's leading children's charity The National Society for the Prevention of Cruelty to Children (NSPCC) and its Childline service. Throughout the holiday season, M&S will be hosting in-store readings of the book featuring the beloved cartoon bear.
M&S' kidswear department will also feature a dedicated Paddington shop, which will make it possible for people of all ages to get a taste for Paddington’s favorite marmalade.
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