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INSPIRATION IS JUST AROUND THE CORNER FOR UK PARENTS

JAMIE THEAKSTON LAUNCHES NATIONAL COMPETITON TO FIND 5 DISNEY WINNIE THE POOH LAUREATES

Top UK national landmarks for inspiring storytellers unveiled and to be awarded a Winnie the Pooh Storytelling Corner Plaque

Loch Ness, Edinburgh Castle, Sherwood Forest, Angel of the North and Blackpool Tower

30^th October 2013: A new study by Disney UK today revealed that 76% of mums and dads tell their children stories inspired by their local area and more than half (52%) feel that their local community is important to family life. Community-minded parents believe telling local stories not only encourages their children to appreciate where they live (35%) but enables a better understanding of the local community (31%), and is a way of passing local history down to the next generation (28%).

The research marks the launch of Disney’s new storytelling contest to find five regional Winnie the Pooh Laureates, whose stories celebrate their area’s local history and landmarks in a unique way. Aspiring Laureates are being asked to share with Disney original stories inspired by their local area, featuring Winnie the Pooh and Friends taking an adventure outside of 100 Acre Wood or introducing their own new cast of characters.  Entrants will need to submit their own story of 500 words or less and five lucky winners will be crowned “Winnie the Pooh Laureate” and have the chance to read their story to a gathering crowd at their local Disney Store.

The competition will be fronted by radio presenter and father of two, Jamie Theakston.  He says: “I’m delighted to be a part of the Winnie the Pooh Laureate campaign as storytelling is, and always has been, a huge passion of mine. Whether it’s a bed time story to my children or me telling tales to my listeners on the morning radio, storytelling is a very important aspect of my life – just like it is for many other parents out there. With so many wonderful cultures, landmarks and dialects on our doorstep, it’s only right that Winnie the Pooh and Friends want to be taken on a mini adventure around your local area.”

The study of 2,000 parents also revealed that an overwhelming seven in 10 mums and dads are encouraging their children to use where they live as inspiration when making up stories, just as A.A. Milne used Five Hundred Acre Wood in Ashdown Forest to create the fictional Hundred Acre Wood for the setting of the Winnie the Pooh books.  For years, the cuddly bear has been enchanting families worldwide, and with two thirds of parents having enjoyed the adventures as children, three out of five mums and dads are now sharing the much-loved tales with their own kids.

“The research reveals that local surroundings and major landmarks are a great source of ideas when telling stories to children.  We have launched the Winnie the Pooh Laureate competition as a testament of our commitment to storytelling and to reinvigorate the nation’s enthusiasm for sharing original stories.  Whether it’s a family day out or some bonding time with your child in a local park or at the seaside, these moments are all key in providing a bank of memories to draw upon when storytelling,” says Justine Finch, Winnie the Pooh Marketing Director for The Walt Disney Company, UK & Ireland.

To encourage parents up and down the country to get creative and share their tales, the research identified the top five UK national landmarks for inspiring storytellers and Disney is rewarding each with a Winnie the Pooh Storytelling Corner plaque.

1.       Loch Ness (45%)

2.       Edinburgh Castle (33%)

3.       Sherwood Forest (32%)

4.       Angel of the North (31%)

5.       Blackpool Tower (31%)

Disney’s Winnie the Pooh study also revealed that:

·         Storytellers are also drawing creativity from their children’s favourite character (37%), local parks (35%), famous folk tales and iconic landmarks (23%)

·         Often children the star of the show, with 52% of parents including them in tales

·         Nearly half (41%) of mums and dads are taking inspiration from their day’s adventures when it comes to telling stories

·         Around half of mums and dads agree that the use of accents in storytelling have a role in helping to keep local dialect alive (43%)

To enter the Winnie the Pooh Laureate competition, visit the Winnie the Pooh UK & Ireland Facebook page - www.facebook.com/WinniethePoohUKandIreland - for full terms & conditions.  The contest will close on 17^th December 2013.