Paddington’s Stellar Year

Inset: Animated series The

Adventures of Paddington

is introducing the nation’s favourite bear to a preschool demographic. Below left: Sophie Kopaczynski, ceo of The Copyrights Group. Bottom left: New Paddington plush has joined Ty’s popular Beanie Babies line-up.

Bearing up

Nominated for Classic Licensed Property at The Licensing Awards 2022, Paddington has had “an amazing year”, with an animated series, a McDonald’s partnership and exclusive royal tea party among the standouts. LSB meets Sophie Kopaczynski, ceo of The Copyrights Group, to delve deeper into the evergreen appeal of the marmalade-loving bear.

Born in the late 1950s, when William Collins (now HarperCollins) published Michael Bond’s A Bear Called Paddington – the first of more than 20 books featuring the lovable Peruvian bear – Paddington has been entertaining families for decades; next year, in fact, marks his 65th birthday. Yet unlike other 1950s staples like bobby socks and the jive, the nation’s favourite bear is as relevant today as he was six decades ago. What, exactly, is his secret? “The Paddington stories are infused with humour and kindness – things we truly yearn for in the world we live in today,” explains Sophie Kopaczynski, ceo of The Copyrights Group (part of Vivendi), which manages the Paddington brand. “His heartwarming innocence provides joy and comfort, making him a great role model for young children, as well as a source of wholesome nostalgia for parents and grandparents.” Paddington has had a bumper 18 months, with the second series of Heyday Films/Studio Canal’s The Adventures of Paddington going straight into the Netflix Top 10 and staying there, and new partnerships for the brand across a host of different markets and age demographics. Highlights include a Paddington McDonald’s Happy Meal promotion in the UK in July and the launch of Paddington experiences at Langham hotels in China, while a raft of new products hit retail, including educational toys from Clementoni in France and Italy. In the UK, a number of companies expanded their Paddington ranges, from Ty (Beanie Babies and Squish-A-Boo) and HarperCollins (new picture books), to 8th Wonder (wooden toys), while children’s audio system Tonies added a Paddington Tonie to its library of popular characters. Then, of course, there was that tea party in June… “We were delighted and so proud to have Paddington be part of the Queen’s Jubilee celebrations,” says Sophie. “It’s been an amazing year for the brand, with growing international awareness and new touchpoints for fans.”

Those touchpoints include Paddington taking to the stage as part of the Milkshake! Monkey’s Musical show UK tour, and the opening of a Paddingtonthemed café at London’s Paddington station, where travellers can ‘paws’ for a marmalade sandwich. “Immersive experiences allow fans to get closer to their favourite characters and create magical memories with family and friends, increasing fans’ engagement and resulting in stronger brand affinity,” says Sophie. And of course there are wider benefits to live events from a marketing perspective. “They accentuate user-generated content on social media, building our digital presence further, and drive the desire for fans to purchase licensed products.” A strong online offering – Paddington has over one million followers across YouTube, Facebook, Twitter and Instagram – is just one way that 60-something Paddington has managed to move with the times and remain relevant. As Sophie explains: “Paddington is a heritage brand with a modern hero, based on relevant values that speak to all generations. He is also a bear living in the ‘real world’, which allows us to engage with key events happening in the world in real time. This allows us to be creative and offer a variety of relevant product lines and experiences for all ages.” The hugely successful animated series The Adventures of Paddington has introduced the brand to a whole new preschool/Gen Alpha demographic, and touches on important topics that relate to parents’ and kids’ values, such as inclusivity and sustainability. Like his young viewers, Paddington is a digital native; last year saw the launch of Paddington NFTs with digital collectables marketplace platform Chronicle, and deals to

Inset: South Korean retailer Hazzys’ clothing line features a fashion-forward Paddington. further his presence in the metaverse are in discussion. Gen Z hasn’t been overlooked either; a recent partnership with luxury South Korean retailer Hazzys saw Paddington – dressed in a range of ontrend looks – appearing on shirts, sweatshirts, hats, golf clothing and accessories, bringing the brand to a young, fashion-forward audience. With filming due to start next year on the muchanticipated Paddington 3, a busy 2023 is on the cards for The Copyrights Group team. Q4 this year is set to be jam-packed, too, with Sophie promising “many seasonal partnerships and collaborations soon to be announced, expanded Christmas Inset: Marmalade sandwich, anyone? The Paddington lines hitting the Paddington online Café at London’s Paddington Station. store, and plenty of social media activations to get everyone in the holiday spirit.” While it’s too early for Sophie to share any more details, she’s happy to explain the ethos that underpins every brand partnership – and Paddington would approve. “It’s important for us to work with licensees who have a strong understanding of heritage and family brands, who can deliver quality products,” she explains. “And whenever possible, we want to work with partners on making the world a kinder place.”

Immersive innovations

The Copyrights Group has scaled up its experiential offering this year to give consumers the opportunity to immerse themselves further in Paddington’s world. This summer saw the launch of the first Paddington outdoor seasonal experience based on the preschool series – Marmalade Messiness, at Dalkeith Country Park in Scotland – which involves visitors tracking down an elusive Paddington by following a trail of half-eaten marmalade sandwiches, paw prints and other clues. Further afield, fans can enjoy a Paddington puppet show from Rockefeller Productions in China, the US and Canada, or meet Paddington “face to face” in France, as part of the Gulli Tour, and in Italy, thanks to costume character partner Hopplà. Inset: Young visitors get stuck into Marmalade The Copyrights Group has also just announced the first Paddington play experience in Hong Kong, at retailtainment Messiness at Dalkeith centre 11 SKIES, which is set to launch next year. Country Park.