Chorion has revealed its latest raft of plans to celebrate the 40th anniversary of the Mr Men franchise.
Activities which have already taken place so far this year include the launch of a new character, a confectionery range and a collaboration with Google to feature a series of 'Google doodles' celebrating the brand and its creator around the world.
Further initiatives will see the launch of new products, exclusive fashion partnerships, campaigns in social media and music festivals, plus a live music-based show to tour regional theatres.
Google commemorated the anniversary on May 9th - the birthday of creator Roger Hargreaves - across all Google pages worldwide. A collection of 16 unique doodles were rotated on the homepage throughout the day - marking the first time that Google has created so many designs for one brand.
The second half of 2011 will see the launch of a special edition Mr Tickle book from Egmont, a collector's edition DVD box set from Delta and a new plush line from Posh Paws.
An official anniversary day over the summer will see a major programme of events at a soon-to-be-announced British retailer. On top of this, an exhibition of Mr Men artwork and memorabilia will run, while there will also be collaborations with Swarovski Elements and Nails Inc.
"40 years is a great milestone for Mr Men and Little Miss and really shows the genuine long lasting appeal of one of Britain's favourite brands," said Esra Cafer, VP brand management and marketing at Chorion.