Stratford Teddy Bear Museum has won a lucrative new sponsorship deal with one of the most prestigious transatlantic airlines.

Continental Airlines has agreed to promote several special events at the museum over the course of a year, as well as retaining full-time sponsorship.

Although neither party will put a figure on the deal, a spokesperson for Continental Airlines outlined some of their hopes for the partnership.

She said:

"We are delighted to be involved with the Teddy Bear Museum and it is an ideal venture for us because Stratford is a massive tourist attraction and the museum is very popular with visitors to the town.

"We cannot put a value on the deal at the moment simply because depending on the success of it over the coming months it could grow, and our involvement could become greater.

"The American angle of the sponsorship has been quite high-profile so far, we launched it on Independence Day with great success and one of the other dates will be Teddy Roosevelt’s birthday – who of course gave the teddy its name."

The deal will mean that on the selected dates – termed Continental Airlines Happy Days - children under the age of 14 who are accompanied by an adult will be allowed into the museum free of charge.

The Stratford Teddy Bear Museum is the first of its kind anywhere in the world and was founded by former MP and broadcaster Gyles Brandreth, who is still the owner.

The non-profit making museum, which is on Greenhill Road features an array of different bears and has been voted top attraction in Stratford for visitor satisfaction.

Continental Airlines are also hoping that they may be able to announce some more exciting news, their spokesperson revealed that Mr Brandreth was working hard to raise the profile of the museum.

She said:

"The owner has been trying to link up with famous American stars and exploring different possibilities and hopefully something will come of that."

Brandreth himself believes the deal is good new for both parties.

He said: