Rupert gets a makeover

Taylor Herring Brand Communications has been charged with introducing a new-look Rupert Bear to pre-schoolers, ahead of his return to TV after a 14-year absence.

'Rupert Bear, Follow the Magic' will launch this November on Five, with Rupert sporting a new, rounder look and trainers, although he retains his trademark yellow checked trousers and scarf.

The campaign will aim to build the 86-year-old character's brand among kids. Agency director Justin Crosby leads the account, reporting to Liz Morris, head of PR at Entertainment Rights, which owns the rights to the bear.

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