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
Bear-resistant food storage container or at least an advanced degree of motor skills, is required to remove it. Some bear canisters contain gaskets that block the scent from escaping the container. At least one model of soft-sided "bear bag" is made from Spectra (UHMWPE) fabric. While a soft-sided container may prevent a bear from eating its contents, the food inside is likely to be reduced to purée in the attempt. A newer model comes with an aluminum stiffener that protects the contents more effectively than the bag alone. A few national parks and national forests require backcountry visitors to carry "approved" food storage containers.