FleishmanHillard has been briefed to reignite love for the friendship bears in the UK, where they originated in the 1980s.
The London-based agency aims to build "brand love" with mothers, tapping into the nostalgic qualities of Forever Friends, as well as creating new brand advocates among 'tweens'.
Fleishman is to develop an integrated comms programme, incorporating a mix of on- and offline media to reach both target audiences. The team will look to deliver shareable content that inspires people to celebrate friendships.
Dave Bennett, head of brand marketing, FleishmanHillard London, said: "We are excited to be working with this iconic brand, reigniting brand love with mums while introducing Forever Friends to a whole new tween audience."