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Mary Tourtel's last Rupert story was 'Rupert and Bill's Seaside Holiday' published in 1935. Mary Tourtel was replaced by Alfred Bestall (born 1892) who was previously an illustrator for Punch magazine. It is the genius of Bestall that has made Rupert the subject of enduring interest to this day. Bestall improved the stories and plots of Rupert but more importantly he created the most beautifully crafted illustrations in the Rupert Annuals. Bestall drew Rupert until 1973 when he retired and his place was taken by Alex Cubie. Cubie's illustrations did not quite capture the essence of Rupert and he was soon replaced by John Harrold who was able to emulate Bestall's style very closely. Bestall lived for much of the time in a single storey cottage in Beddgelert in Wales. Much of the landscape in Rupert is inspired by the Snowdonia landscape of North Wales.
In 1993; Rupert the Bear had finally got its own television series, with 39 episodes produced by the dual company; Ellipse (France), and Nelvana (Canada).
In the mid- 1990s; There were 26 more episodes of the show, which can be produced as later episodes by the Canadian company; Nelvana Enterprises, Inc.
The television series went out of production after 65 episodes were made.