The new Harrods bear, Wiles, is named after former
Harrods employee Charlie Wiles who was Head of Advertising in the
1920s and was responsible for the creation of several
innovative campaigns.
His most famous moment was in 1929: Harrods invited prominent
writers, including Bernard Shaw, H.G. Wells and Arnold Bennett, to
create a piece of work to promote the store. When they refused in
writing, claiming it was against their principles, Charlie Wiles
published their rejection letters as full page adverts in the
London and New York press, with portraits of the authors. Thanks to
the stir that was caused, several exciting marketing opportunities
ensued.
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Bear
Essentials:
- Harrods has been selling teddy bears for over 100 years
- Jointed bears sold in 1906 were priced at 16 shillings and 6
pence. That's only 82.5 pence at today's prices.
- The teddy bear who became Winnie the Pooh was purchased at
Harrods by author A.A. Milne as a first birthday present for his
son Christopher Robin on 21st August 1921. The bear is currently in
the collection of the New York Public Library.