Exclusive extracts from first new novel in 30 years published in UK broadsheet.
The serialisation began in The Times Magazine over the weekend, a month ahead of official publication of Paddington Here and Now on June 2nd.
The Times has also secured the first interview with author Michael Bond to run alongside the extract and an exclusive promotion to run in the Books section on the same day.
A 'Paddington's Illustrators' feature is also running in T2 today (May 7th).
This partnership - which is unusual for a children's book - kick starts an extensive media campaign across print, broadcast and online press for the book.
"We're thrilled that Paddington has generated such a high level of interest from promotional and media partners in his 50th anniversary year," said Nicholas Durbridge, chairman of Copyrights, now part of Chorion, which represents the merchandise rights to Paddington Bear.
"This deal will help raise the brand profile in a number of ways including online and offline promotional activity, editorial support and, of course, the serialisation itself."
Alongside activity to feature in the main paper, The Times Online will post an extract from the audio edition, voiced by Stephen Fry, together with an audio book offer.