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Walker Books teams with Aurora for Bear Hunt plush

Plush launch coincides with adaptation of best selling picture book airing on Channel 4.

Walker Books is continuing with its licensing initiatives in the lead up to the screening of We’re Going on a Bear Hunt on Channel 4 this Christmas.

The company has signed Aurora World to create Bear Hunt plush, which hits stores this month in small, medium and large sizes.

The bear is available in a raft of multiple and independent retailers including Waterstones, Foyles, Harrods, Blue Diamond Garden centres and Haskins, as well as Gardners Books and Bertrums.

Martin Ringer from Auroraworld commented: “We’re Going on a Bear Hunt is an evergreen property that we have long wanted to develop into a plush character.

“The upcoming Channel 4 animation has given us the opportunity to make this dream a reality.

“Auroraworld has a long history of working with many classic children’s literary properties. We’re Going on a Bear Hunt is a fantastically exciting addition, and we know it will be a great success.”

Julia Posen, evp and commercial director of Walker Books’ group rights and development division, added: “Aurora has done an amazing job of bringing the character of bear to life and we are delighted to have them on board as our plush partner for We’re Going on a Bear Hunt.

“With the film set to be a firm family favourite over Christmas, this beautiful bear is an irresistible gift for fans of all ages.”

Channel 4 will broadcast the one-off half hour special on Christmas Eve at 7.30pm, with a repeat at 5.25pm on Christmas Day.

Olivia Colman, Pam Ferris and Mark Williams all star, while author Michael Rosen will play the Bear. George Ezra has written and recorded the theme song.

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