A lot has happened in the life of Rupert Bear since he was purchased from the Daily Express in 2005 by the family entertainment business, Entertainment Rights, for six million pounds. As well as a new home, Rupert has acquired a new look, new chums and a TV programme all of his own. While he has exchanged his brown boots for trendy trainers, Rupert is still instantly recognisable in his yellow check trousers and red jumper.
Aimed at children aged 2-5, Rupert's TV show, Follow The Magic, was launched in 2006 and has delighted youngsters ever since. Themes of the show are magic, adventure, fun, friendship and nature, blended with early learning activities. Children are encouraged to use their imaginations as they follow Rupert and his friends on magical journeys from Nutwood to Rocky Bay and beyond. The friends' exciting adventures are always based on an event in the natural world with emphasis on the importance of caring for the environment.