The BBC is celebrating the 50th anniversary of Paddington Bear by placing 50 soft-toy Paddingtons in prominent spots in train stations around the UK.
Wearing the same label that the character wore in his first book, “Please look after this bear”, the plush bears can be taken away and kept.
However, the BBC has asked the finders to call BBC Radio 4 to leave a special birthday message about the bear in time for a special one-off programme on March 1.
The programme features top children’s author, Michael Morpurgo, talking to some of the finders about how and where they found the bears and what the character means to them.
The promotion is among several to be run in 2008 to mark the anniversary of the character, which is licensed by The Copyrights Group.
First Great Western is running a competition with five prizes of a luxury family trip to London, staying at the five-star Hilton next to Paddington station where, according to Michael Bond’s 1958 book, Mr and Mrs Brown found the Peruvian bear.
It features a private visit to top toy store Hamleys, where winners will enjoy an entertainer and a treasure hunt, culminating with a tea party with Paddington.
Ten runners-up will each receive a goody bag containing Paddington merchandise.