Chorion Brand Partners emerges

New division aims to create partnerships with blue-chip firms; first deal secured for Paddington Bear with British Airways.
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Chorion is launching a new division which will specialise in building consumer and corporate brands through marketing and promotional partnerships which build on the personality of its classic characters.

Chorion Brand Partners will create strategic partnerships with third-party blue-chip firms, enabling them to enhance their brand image through alignment with Chorion's brands.

The first deal will see Paddington Bear being established as the face of British Airways children's travel. From October, all international BA flights in and out of the UK will distribute Paddington Bear branded travel packs for children aged three to five.

The packs are designed to keep young travellers entertained during their journey. The initial two-year deal also provides scope for further development onboard, in airports and online.

"Consumers of all ages have a deep, emotional connection with both our heritage and characters," said Vickie Holtom, Chorion's partnership manager, who will head the division. "Our new division can offer organisations strategic promotional tie-ups which will help build the company's brand profile through association with one of our much-loved properties.

"Chorion Brand Partners will aim to deliver results through collaborative and innovative campaigns.

"The campaign with British Airways is the perfect example of the partnerships we are hoping to establish through our new division. The teaming of two iconic brands will offer a strong partnership for both parties."

The team behind the new division also orchestrated the successful campaign which partnered Paddington Bear and Unilever Foods/Marmite. In addition, Chorion was responsible for the partnering of Mr Men with Persil.

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Since going private last year, Chorion has quietly been building up its portfolio. Now it is ready to shout from the rooftops about its forthcoming line-up, which includes more Noddy activity, as well as the launch of Mr Men and Famous Five projects.

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