Character to take up residence across villages in the UK.
Classic Media has expanded its partnership with Center Parcs, which will see Rupert Bear and other characters from Follow the Magic bought to life through a variety of branded children's activities.
Following the popularity of the Rupert Bear shows last year, the deal sees Rupert taking up residence across all four Center Parcs Holiday Villages in the UK for a second consecutive season of live mini shows.
The partnership has also been extended to include branded children's activities, comprising meet and greets, nature trails with Raggety, workshops with Ping Pong, teddy bears picnics, Rupert's tea party and keep fit with Rupert.
Mat Way, global head of live entertainment at Classic Media, commented: "We are thrilled to have extended our partnership for Rupert Bear with Center Parcs. The expansion is a natural progression for two brands that work so well in synergy, bringing to life the magic of nature for young children."
Helen Horner, marketing manager for Center Parcs, added: "The joint brand values celebrating nature and delivering our promise of magical moments work really well together. This shows our continuing commitment to provide the leading child friendly holiday experience in the UK."