Qdos Entertainment has just signed a sponsorship deal with Churchill, which will see the famous nodding dog churning out his trademark lines: "Oh, yes. Oh, no" for panto. The bulldog will star alongside stars like John Barrowman, Shane Richie and Linda Lusardi.

The Churchill bulldog has seen phenomenal success with the public. But it was no high end PR agency that came up with the character. In 1994, Churchill charged its staff with the task of creating a mascot that would distance the brand from Winston Churchill and in October the same year, Churchill the nodding dog was revealed.

Qdos Entertainment is the world’s largest pantomime producer, with a turnover of £17m. Churchill will perform to around 1.5 million people over the Christmas period. Michael Harrison, head of pantomime at Qdos, says: "Pantomime is all about creating fun for children. And the Churchill character is great fun. He can be worked into all the scripts without any problem."

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