Paddington Bear TV advertisement (first broadcast on 13 September 2007), in which he tries a marmite and cheese sandwich instead of his traditional marmalade sandwich. On 13 October 2008, Google celebrated the 50th anniversary of the first Paddington publication by placing an image of the travelling bear with a sign showing Peru and London incorporated into Google's logo. In November 2014, a balloon with Paddington Bear was introduced in the Macy's Thanksgiving Day Parade. A song about Paddington Bear, "Shine" was released on 13 January 2015 by Gwen Stefani and Pharrell Williams. As part of the promotion of film and to celebrate
Marmalade turned to a paste, keeping the marmalade much brighter and the appearance more translucent, as in modern-day marmalade. The Scots moved marmalade to the breakfast table, and in the 19th century the English followed the Scottish example and abandoned the eating of marmalade in the evening. Marmalade's place in British life appears in literature. James Boswell remarks that he and Samuel Johnson were offered it at breakfast in Scotland in 1773. When American writer Louisa May Alcott visited Britain in the 1800s, she described "a choice pot of marmalade and a slice of cold ham" as "essentials of English table