Positioned Winnie-the-Pooh alongside history’s greatest philosophers like Plato and Aristotle by revealing what the world has learned from his words of wisdom, and brought his philosophical ‘thots’ to life on ‘talking’ Pooh benches that were installed as spots to listen and think on across the world. #Pooh90 trended on Twitter for two days in the week of the announcement, with the campaign helping to increase merchandise sales by 18%.