Chorion Sets Up Brand Partnerships Division

LONDON, July 16: Paddington
Bear-branded travel packs will be
distributed to kids on select British Airways flights, in the first deal inked
by a new division at Chorion that will develop marketing and promotional brand
partnerships with third-party organizations.

Chorion Brand Partners
will create strategic partnerships with leading firms, tapping into its large
portfolio of brands, which includes Paddington Bear, Mr. Men & Little Miss, Noddy
and Beatrix Potter.

Vickie Holtom, Chorion’s
partnership manager, who will head the division, noted: “Consumers of all ages
have a deep, emotional connection with both our heritage and characters. Our
new division can offer organizations strategic promotional tie-ups, which will
help build the company’s brand profile through association with one of our
much-loved properties. Chorion Brand Partners will aim to deliver results
through collaborative and innovative campaigns.”

The first deal from
Chorion Brand Partners establishes Paddington Bear as “the face” of British Airways children’s
travel. From October this year, all international British Airways flights in
and out of the U.K. will distribute Paddington Bear-branded travel packs for kids aged 3-5. The
initial two-year deal provides scope for further development onboard, in
airports and online. “The campaign with British Airways is the perfect example
of the partnerships we are hoping to establish through our new division,”
Holtom said. “The teaming up of two iconic brands will offer a strong
partnership for both parties.”

Previous brand alliances
at Chorion have included Paddington Bear and Unilever Foods/Marmite and Mr. Men with Persil washing powder.

—By Mansha Daswani