Egmont Press is to relaunch the classic Winnie-the-Pooh range under the new branding ‘The Bear For All Ages’ and has called in Frank PR to help handle the process.
Frank will also support the launch of a Winnie-the-Pooh app in May 2013, which will include the full text of the stories, together with an unabridged audiobook and interactive features.
Andrew Bloch, group MD and founder of Frank, said the agency’s brief was to ‘introduce a whole new generation of children to this endearing and beloved franchise’. He added: ‘We jumped at the chance to work with Egmont on Winnie-the-Pooh and have spent many a nostalgic afternoon reading the books.’
The agency will report to Jo Hardacre, publicity manager at Egmont.
Winnie-the-Pooh was created by A. A. Milne in a collection of stories in 1926. Disney made its first cartoon based on the characters in 1966.
Egmont Press’ heritage in children’s classics includes books featuring Tintin and Postman Pat.