In 1956, A.A. Milne, children's writer and author of the "Winnie the Pooh" stories, died.

CNN: Saturday,

Childhood favourites, Winnie the Pooh and Paddington Bear are as British as tea on the lawn or a rainy bank holiday.

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The campaign will initially focus on drinks made by Coke's Minute Maid group and will sport images of Disney's characters, starting with Mickey Mouse and Winnie the Pooh.

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The flagship center, located on Maoming Road in Shanghai, China, has seven theme rooms: Snow White, Lion King, Cars, Peter Pan, Tinker Bell, Winnie The Pooh and Toy Story.

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Despite a fervent fan campaign to save Mr Toad's Wild Ride, the Coney Island-style, runaway car goof was run off the road in 1998 in favour of the Many Adventures of Winnie the Pooh.

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The massive Angel of the North statue was raised into position near Gateshead and there was a fun row between the UK and the US over which country should possess the original Winnie the Pooh.

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But now the 81-year-old company is learning a thing or two itself from its new purchase: how to better manage brands like Winnie the Pooh or the new pirate characters that crept out of Disney's successful 2003 film Pirates of the Caribbean.

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The top lot will be Shepard's drawing for A.A. Milne's "Winnie-the-Pooh, " "Here is Edward Bear, coming downstairs now, bump, bump, bump, on the back of his head, behind Christopher Robin" (1926).

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