Mary Tourtel was created in 1920, at a time when the "Express" was in competition with "The Daily Mail" and its then popular comic strip "Teddy Tail", as well as the strip "Pip, Squeak and Wilfred" in "The Daily Mirror". The then news editor of the "Express", Herbert Tourtel, was approached with the task of producing a new comic strip to rival those of the "Mail" and "Mirror" and immediately thought of his wife Mary, already an established author and artist. Rupert Bear was the result and was first published as a nameless character in a strip titled "Little Lost Bear" on
Rupert Bear strip with illustrations accompanying text, called "text comics", as opposed to text being incorporated into the art in speech bubbles etc. Bestall developed the classic Rupert story format: the story is told in picture form (generally two panels each day in the newspaper and four panels to a page in the annuals), in simple page-headers, in simple two-line-per-image verse and then as running prose at the foot. Rupert Annuals can therefore be "read" on four levels. He also established the shape and form of the Rupert stories. Rupert's unspectacular debut was in a single panel, the first of 36 episodes