Disney prepares overhaul for Pooh

Winnie-the-Pooh is set for a PR makeover, with The Walt Disney Company having shortlisted agencies to make the honey-loving bear relevant to today’s British kids.

'We will be looking at a campaign in 2006 to celebrate the heritage and appeal of [Winnie] through the ages,' said a Disney statement. It added: 'It is too early for us to discuss ideas in development.'

Pooh is not the first Disney character to have his image overhauled: earlier this year PRWeek broke the news that Kermit the Frog and friends were also to undergo an image overhaul – Talk PR won the contract (PRWeek, 5 August).

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