Rupert Bear to be green champion

Rupert Bear is to become an environmental ambassador for pre-school children, as part of a PR campaign devised by licensing company Entertainment Rights.

'There is currently no pre-school brand championing environmental issues in the UK and we plan to make Rupert Bear an eco ambassador,' said head of group communications Simon Avis.

Seventy Seven PR has been hired to spearhead the activity, after a four-way pitch involving Launch Group, Mantra PR and Noble PR.

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