Iconic British bear Paddington has joined forces with U.K. bakery brand Warburtons to promote Paddington’s upcoming feature film.

The strategic partnership will see Warburtons headquarters in Bolton and more than 6 million of their Half & Half products bear the new brand name Warbeartons alongside an image of Paddington in advance of the movie’s premiere, Nov. 28.

The deal was negotiated by Paddington’s licensing agent, the Copyrights Group.

Additionally, Warburtons will take Paddington on a tour across the U.K. this summer aboard the world's first travelling loaf–the Warbeartons Adventure Bus–a double-decker bus in the shape of a Half & Half loaf.

Families will get the chance to meet Paddington Bear, sample his marmalade sandwiches and take home a special summer adventure guide.

"With both Warburtons and Paddington being such well-known family brands, this is the perfect strategic partnership, and we are very much looking forward to the host of activities Warburtons have planned for Paddington throughout this year,” says Nicholas Durbridge, chairman, the Copyrights Group. “With the first-ever Paddington movie launching in November, there will be many more exciting adventures to come.”