I once worked for BBC Children in Need mostly assessing applications for funding but also persuading my children I was moonlighting as Pudsey. I semi-convinced them on the grounds that you never saw me and Pudsey together in the same room. The youngest child once offered to poke me in the eye to prove my identity.

Now Pudsey’s being re-branded and re-launched which is painful for any animal, including The Yella Fella. He goes from this:

to this:

He’ll be able to move as well. Design Week quoted the firm responsible for the new look: ‘Pudsey is a fantastic icon but needed to be refreshed to work in all spaces. It was important to give him a new energy, while maintaining the heritage of BBC Children in Need’.

A heavy load for one bear to carry, especially for one who takes the eye out of Icon.

All the best to BBC Children in Need for the 2007 appeal. They give some great grants and genuinely work hard to make sure the money gets spent well. They’re less prone to projectitis than other funders and are often prepared to keep faith with causes and organisations that might get overlooked or trampled in the pursuit of the latest thing.

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