AURORA JOINS THE BEAR HUNT

Aurora has launched a We’re Going on a Bear Hunt plush range in support of Channel 4's much-anticipated Christmas adaptation of the popular kids' literary property.

As part of the ongoing licensing initiative, Aurora World has launched Bear Hunt plush in plenty of time for shoppers to hunt out their very own in time for Christmas.

“Aurora has done an amazing job of bringing the character of bear to life and we are delighted to have them on board as our plush partner for We’re Going on a Bear Hunt," said Julia Posen, evp and commercial director of Walker Books’ Group Rights and Development Division.

“We’re Going on a Bear Hunt is an evergreen property that we have long wanted to develop into a plush character," said bMartin Ringer at Auroraworld. "The upcoming Channel 4 animation has given us the opportunity to make this dream a reality."

Walker Books’ bestselling picture book We’re Going on a Bear Hunt will be bought to life in homes right around the UK this Christmas, thanks to Channel 4's seasonal adaptation.

The one-off half hour special will be shown at 7:30pm on Christmas Eve, with a repeat at 5:25pm on Christmas Day. Completing the all-star cast, Michael Rosen, who wrote the best-selling book, will play the Bear.

Based on the hit bedtime book written by Michael Rosen and illustrated by Helen Oxenbury, the animated special is a Lupus Films Production in association with Bear Hunt Films, Walker Productions and Herrick Entertainment for Channel 4 Television Corporation.

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