Campaign, which makes debut on Tuesday, is linked to 90 products and has charity tie-in, echoing tactics used by John Lewis
Marks & Spencer has followed the John Lewis festive playbook with a Paddington Bear-fronted Christmas campaign that embraces instore events, cuddly toys and a charity tie-in.
“Paddington and the Christmas Visitor” will be linked to 90 products including a £12 soft toy version of Paddington and a £42 duffel coat. An expected £200,000 in profits from one of the items – a £3 book – will go to the NSPCC to help fund its Childline service.
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