Chorion is launching a new unit that will use its roster of classic characters to build corporate and business brands.
The first Chorion Brand Partners deal is with UK airline British Airways, which will use Chorion’s classic kids property Paddington Bear as the face of its children’s travel services.
From October kids between 3-and-5-years-old will get a Paddington travel pack when they travel on BA.
The new unit will, Chorion says, develop partnerships with blue chip companies that will be able to utilize brands including Mr Men, Noddy and Famous 5.
Chorion Brand Partners will be headed up by Vickie Holtom, Chorion’s partnership manager.