Culture Street

Sophia's Column

Monty's Christmas

On November 14, 2014

By Sophia Whitfield

Christmas decorations, lights and beautiful shop windows mark the beginning of the Christmas festivities. But nothing says Christmas quite like the marketing campaigns that promote merchandise for children.

Last week I had the briefest of visits to London where a couple of windows caught my eye. Selfridges had a stunning display paying tribute to that lovable bear, Paddington. Inside there was an area dedicated to all things Paddington - books, bags and of course jars of marmalade. The film, starring Nicole Kidman and Hugh Bonneville (Downton Abbey), will no doubt help along the merchandise as it is scheduled for release just in time for the Christmas holiday season.

John Lewis has become synonymous with sentimentality at Christmas time. Shoppers look forward to the release of the John Lewis commercial which has become part of a tradition heralding the beginning of the festive season. Last year was the popular The Bear and The Hare followed this year by Monty the Penguin. It tells the story of a little boy Sam, and his best friend Monty the Penguin. Tears will be shed when Tom Odell’s Real Love is played this Christmas.

Monty is in the shop windows enjoying various activities and on every John Lewis bag. As Monty is all about the children, Monty’s Den can be found in each John Lewis store where children can take their photo with him, find out more about his Antarctic friends, and enjoy and explore more of his Christmas story.

You can purchase Monty and Mabel, enjoy the book or adopt a penguin. You can even follow @MontyThePenguin on Twitter.

The John Lewis campaign features the line ‘Give someone the Christmas they’ve been dreaming of ...” Instead of a White Christmas children and adults will be dreaming of Monty and Mabel this year.

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