Paddington Bear is to make his movie debut in a live-action film comedy.
Paddington Bear can currently be seen advertising Marmite
David Heyman, producer of the Harry Potter movie franchise, will produce the first cinema adaptation of Michael Bond's classic children's stories.
"I love Paddington's unique take on life," he said. "He is a great comic creation." Hamish McColl, writer of Mr Bean's Holiday, will pen the script.
The cartoon Paddington can currently be seen in a TV advert swapping his usual marmalade sandwich for Marmite.
Paddington - named after the London railway station where he was found - made his first appearance in book form in 1958.
"Michael Bond's Paddington books have such wit, wonder and charm," said Heyman, who will make the film for Harry Potter studio Warner Bros.
"Essentially Paddington's story is that of an immigrant (bear) arriving in London and trying to find a home and a family."
Michael Bond based the character on a teddy he bought for his wife
Warner Bros president of production Jeff Robinov said: "We're eager to collaborate once again with David... on this ageless classic."
Bond, a former BBC cameraman, wrote 11 Paddington books in all between 1958 and 1979.
The bear's misadventures spawned a popular BBC animated series, narrated by Sir Michael Hordern.
Casting details and release dates for the film have yet to be announced.