In 1994, on the day that the Sears license expired, a nationwide Pooh video and plush promotion was launched. Videos were packaged with Pooh plush characters together in a single box. Disney proclaimed 1994, "The Year of Pooh", which coincided with the 70th anniversary of Winnie the Pooh. In lieu of traditional press kit, Disney sent out a Winnie the Pooh cookie jar to the press outlets, a decision which received overwhelmingly positive reaction. "The Today Show" proudly displayed its Pooh cookie jar on television while the hosts talked about the new video releases.