Highlight PR is to handle the consumer PR for the UK 80th anniversary of the classic children's book character Babar the Elephant.

The campaign will combine media relations, product placement and social media to re-engage fans, build awareness amongst consumers, and create demand for the planned product roll-out.

The character Babar first appeared in France in 1931 in The Story of Babar by Jean de Brunhoff. The UK books arrived in 1933. Babar grew into a worldwide brand, published in 17 languages, with film and TV adaptations. Babar: The Adventures of Badou is currently broadcast on CiTV.

Bath-based agency Highlight was appointed by The Consumer Products division of ITV Studios Global Entertainment and Nelvana Enterprises.