John Lewis Christmas ad features excitable dragon Edgar

Retailer hopes first festive collaboration with Waitrose will breathe life into sales

John Lewis is counting on an excitable baby dragon called Edgar to put some heat under sales this Christmas in its first joint festive ad with its sister chain Waitrose.

The department store chain’s festive campaign – which costs about £7m a year – has become one of the media events of the year, generating millions of views on social media.

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