Classic Media has expanded its partnership with Center Parcs Holiday Villages in the U.K. with a deal that will see Rupert Bear and other characters from the "Rupert Bear: Follow the Magic" television series used in branded children's activities.

This is the second year that Rupert will appear in live mini-shows in the villages. The partnership has also been extended to include branded children's activities, comprising meet and greets, nature trails with Raggety, workshops with Ping Pong, teddy bear picnics, Rupert's tea party, and keep fit with Rupert.

"We are thrilled to have extended our partnership for Rupert Bear with Center Parcs," says Mat Way, global head of live entertainment for Classic Media. "The expansion is a natural progression for two brands that work so well in synergy, bringing to life the magic of nature for young children. The new activity program really allows children to engage with Rupert while also experiencing the natural world around them."

"The joint brand values celebrating nature and delivering our promise of magical moments work really well together," says Helen Horner, marketing manager of Center Parcs. "This shows our continuing commitment to provide the leading child friendly holiday experience in the U.K."