How about this family........
Nicholas GLYN Baker, died Newport Sept 1986, vol 28, page 395........date of birth 4th Oct 1916 (This date of birth ties in with the birthday of the baby, being 1 year and 5 months old at the time the photo was taken on 4th March 1918)
Nicholas GLYN Baker, born OND qtr 1916, Abergavenny, Monmouthshire, vol 11a, page 82. Mothers name Willey.
Dora E Baker, born June qtr 1914, Abergavenny, Monmouthshire, Vol 11a, Page 108. Mothers maiden name Willey.

Having said that I'm not at all sure it's the same bear

So it probably is an advertising campaign but on the other hand the photo's genuine and these are possibly the children.