Teddy bears' picnic in store as the British come to tea in China

From Japan's Hello Kitty to America's Charlie Brown, themed cafes are burgeoning in mainland cities where most coffee drinkers still tend to focus more on the cafe experience than the coffee itself.

Adding to that list is the Great British Teddy Bear, a joint venture that aims to open 100 outlets in 12 mainland cities in five years.

The move by the family-owned manufacturer of plush, handmade teddy bears comes amid growing interest in British culture on the mainland, where British-style school uniforms have remained popular and dramas such as Sherlock and Downtown Abbey are television hits.

The company has formed a partnership with Qianlin, a Shanghai-based brand management consulting firm, and will open its first two flagship cafes in Shanghai in January.

Besides coffee, desserts and traditional British afternoon tea, the cafes will feature famous character bears including Sherlock Holmes, The Queen, British Bobby, Shakespeare, Florence Nightingale and the Beefeater.

"The iconic costumes of our characters, their fabrics and textures have all been combined to create a uniquely eccentric Great British environment with a contemporary feel," company founder Paul Jessup said.

The deal was sealed after China last month won the rights to build The Great British Teddy Bear Town - a British-themed tourist attraction that will open in Beijing next year.