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John Lewis Bluewater unveils giant Edgar dragon and merchandise to celebrate 2019 Christmas advert

The dragon from this year's John Lewis Christmas advert is preparing to give shoppers in Bluewater a warm welcome.

Exciteable Edgar has been unveiled as the star of the retailer's much-anticipated 2019 campaign. Scroll down to watch the full advert.

Edgar and Ava - the starts of the new John Lewis Christmas advert
Edgar and Ava - the starts of the new John Lewis Christmas advert

The two minute and 30 second advert tells the heart-warming story of a little girl called Ava and her friendship with an enthusiastic young dragon who, unable to contain his excitement for the festivities, is finding it increasingly hard to control his instinct to breathe fire.

The ad follows the pair as they attempt to join in with seasonal activities - with some unexpected consequences - before Ava finds the perfect present for Edgar which enables him to play a role in the village's celebrations.

To accompany the advert is a range of food and merchandise in readiness for Christmas now on sale at both Waitrose and John Lewis stores. The range includes cupcakes, chocolates and a Christmas pudding alongside cuddly toys, books and children's pyjamas.

Whilst the retailer's flagship store in Bluewater Shopping Centre in Greenhithe is one of 10 stores to now have its own large Edgar.

The giant dragon on display comes complete with a wooden door and Edgar shaped door knocker and even a door mat which says 'warm welcome' that families who visit the store can have their photograph taken with.

Take the kids to have their photo taken with Edgar at John Lewis in Bluewater
Take the kids to have their photo taken with Edgar at John Lewis in Bluewater

Martin George,customer director at Waitrose & Partners, said: “The magic of friendship and making our loved ones feel special, are some of the most wonderful things about this time of year. The Christmas pudding in the final scene is not just the showpiece of a spectacular feast which brings all the villagers together.

"It’s a reminder that a thoughtful gesture - whether that’s a delicious meal or a special gift - can mean so much.”

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