The Adventures of Paddington coming to MENA

Paddington, the lovable bear who stole the show at the recent star-studded Platinum Jubilee concert in London, is coming to MENA, thanks to family entertainment media company Spacetoon.

In collaboration with STUDIOCANAL, Spacetoon will broadcast season 1 of 3D animation series The Adventures of Paddington on its Spacetoon TV Channel and Spacetoon GO online streaming service, in September this year. The series will be available with Arabic dubbing.

STUDIOCANAL’s Beatriz Campos, SVP Global Sales and Production, Financing, says: “We are delighted that Paddington, the world’s favourite bear, will be travelling to the Middle East to embark on exciting overseas adventures thanks to our friends at Spacetoon. He is adored by millions, both young and adult audiences, and we are sure his kind, optimistic and easy-going stories will charm all viewers throughout the region.”


Paddington immersive experience heads to Dalkeith Country Park

This summer, families are invited to take part in an immersive Paddington adventure, Marmalade Messiness, at Dalkeith Country Park, Scotland.  

Created by Histrionic Productions – the team behind acclaimed immersive adventure Autumn Treasure Hunt with Percy The Park Keeper at Chiswick House & Gardens and The Peter Rabbit Garden Adventure – a live immersive experience at Blenheim Palace this summer, Paddington Marmalade Messiness – the immersive adventure opens on July 13 2022, and runs throughout the school summer holidays until Monday 4 September 2022.

Mrs Bird has brought Paddington and his friend Pigeonton to Dalkeith Palace to show them where the best marmalade is made. Her old friend from school is the Palace Cook and has promised to give Mrs Bird a tour of the Palace kitchens. However, things have gone awry. Mrs Bird can’t seem to find Paddington in the Palace grounds and desperately needs help to find him.

On this unique adventure, visitors will explore Dalkeith Country Park locating pawprints, half-eaten marmalade sandwiches and other clues, meeting characters from the famous stories – played by actors and puppeteers – on a mission to help locate Paddington. The Marmalade Messiness immersive adventure takes audiences through the Dalkeith Country Park grounds and into the Palace kitchen exploring the treehouse and river along the way. 

At the end of this 50-minute adventure, free arts and crafts-based activities and a café, serving both marmalade and non-marmalade-based delights, will await explorers in need of a tasty treat. 

Marmalade Messiness has been created by Sean Holmes (Associate Artistic Director of Shakespeare’s Globe, previously Artistic Director of the Lyric Hammersmith) and Jon Bauser (Designer 2012 Paralympic Games opening ceremony, associate artist Royal Shakespeare Company), and is directed by Bethany West (Shakespeare’s Globe, Royal Court London, Bristol Old Vic) with Puppetry by Jimmy Grimes (The Peter Rabbit Garden Adventure, War Horse, The One Hundred and One Dalmatians).

For further information visit

Paddington-inspired café opens at London’s Paddington Station

The Copyrights Group has announced the launch of a new Paddington-inspired café at Paddington Station.

Designed with the help of interior designers Avocado Sweets, the unique environment has been created to reflect the Paddington brand values, and features rich colours, vintage furniture, natural textures and a live green wall.

Luggage tag themed way-finding, comfortable booth seating complete with vintage luggage rack and suitcases beside an illuminated ‘Lost and Found’ sign evoke Paddington’s original journey to London where he was found at Paddington station. Playful touches have been designed to “embody Paddington’s spirit”, and include his iconic silhouetted head carefully burned into each tabletop by hand.

Peggy Fortnum’s original Paddington illustration, first published in 1958, has been faithfully reproduced as a piece of mural art on the café’s red brick wall.

The café will serve beverages and locally sourced food, including freshly baked pastries and muffins, and Fairtrade Peruvian Single Origin coffee – a nod to Paddington’s home country.

Building on the successful Paddington store located a few steps away, the Paddington Café will also offer a dedicated range of bespoke products to purchase, including adult apparel and some iconic Paddington products.

“We are thrilled to open our first Paddington Café,” says Sophie Kopaczynski, CEO Copyrights Group. “The warm ambiance, subtly inspired by Paddington, will offer a bubble for a relaxing moment and an invitation to travel, to all our customers, who will be able to enjoy carefully sourced fresh products, and premium quality coffees and teas. But also marmalade sandwiches! Everything has been designed and thought in accordance to Paddington’s main value: kindness. We do believe we’ll offer a unique Café experience to commuters, travellers and Paddington fans.”

The Paddington Café is located on The Lawn, Unit 22, Paddington Station. More information, including opening times, can be found at @PaddingtonCafeLondon on Instagram.





‘The Adventures of Paddington’ scores a host of Italian licensing deals

The Adventures of Paddington has secured its first Italian deals since launching on kids’ TV channel Rai YoYo earlier this year, helping Paddington firmly establish his presence in the Italian market. The deals were secured through The Copyrights Group’s agent in Italy, Rai Com, the wholly owned commercial subsidiary of Rai.

Edizioni Play Press will be publishing a range of magazines across a variety of formats, to be available in kiosk channels early next year.

Puzzles and games will be launching in Italy with Clementoni, in a deal that spans multiple territories across Europe from Q1 2022.

Rai Com has also renewed the agreement with Hopplà for character costume events in the Italian market. Paddington and Hopplà have had several years of successful partnership, with Paddington hosting English language workshops alongside meet and greet events and rides on Paddington’s train.

These partnerships follow the successful launch of the series on Rai YoYo, where The Adventures of Paddington airs three times daily, with audience peaks exceeding 200,000.

UNICEF will also be launching Paddington’s Postcards in Italy this October. Paddington’s Postcards offers children and families the chance to learn about other children around the world with Paddington, whilst also contributing to raising life-saving funds for UNICEF. Paddington’s Postcards is already available in the UK, Ireland, Australia and New Zealand, and Italy will be the first non-English-speaking country in which UNICEF will pilot the successful initiative.

The Copyrights Group is a full-service international IP development agency offering strategic worldwide brand development, licensing and retail expertise. Vivendi is The Copyrights Group’s parent organisation, which operates in Italy and around the world.

Paddington embarks on new adventure in China in Langham Hotels experiential partnership

The Copyrights Group is launching a new partnership with The Langham Hotels in China’s Shanghai and Guangzhou that will bring an exclusive and immersive Paddington experience to guests of the luxury hotels.

The activity will span a stay in Paddington themed rooms, Paddington afternoon tea with Paddington Bear cupcakes and themed pastries, as well as a selection of specially curated and limited edition Paddington souvenirs available to purchase at the hotel shops.

Langham has a history with serving afternoon tea, being the first hotel to offer the service from its London hotel when it opened in 1865. Since then, Langham Hotels around the world have become renowned for serving ‘the best afternoon tea experiences.’ In Shanghai, the Paddington afternoon tea has already been awarded ‘most popular themed afternoon tea’ in the 2021 Fifth Hotel Discovery Awards.

The two hotel locations will use different Paddington artwork to showcase the diversity of the Paddington brand.

The partnership is one of several key strategic activations for Paddington across China and aims to strengthen the awareness and the brand’s engagement with consumers. These latest activations have been launched in conjunction with the arrival of the new TV series, The Adventures of Paddington in China.

“The renewed partnership with Paddington at our hotel reflects and reinforces The Langham’s British heritage and legacy,” said Cindy Ying, director of sales and marketing, The Langham, Shanghai, Xintiandi.

“The fun and whimsical never stops at The Langham. Our guests can now have a full Paddington experience right in the heart of Shanghai, from a meet and greet with Paddington, to taking a picture with the adorable British icon as a keepsake to experiencing a full epicurean Paddington themed afternoon tea delight.”

Polly Emery, SVP brand and international licensing, The Copyrights Group, added: “This new collaboration for Paddington with The Langham Hotels is a wonderful opportunity for fans of all ages to engage with the brand in a different way and we hope they will enjoy these fun experiences in both Shanghai and Guangzhou.”

The partnership was brokered by CAA-GBG, Copyrights’ agent for Paddington in China.

Paddington sets fresh paws down in South Korea with luxury retailer Hazzys

The Copyrights Group has struck a new retail partnership for a bespoke Paddington clothing, accessories, and golf line in South Korea with the luxury retailer, Hazzys. The deal will witness the launch of a dedicated range of co-branded apparel and accessories across all 35 of the retailer’s stores in South Korea.

Creative director Hun Kim, currently the head of design at Karl Lagerfeld and previously in senior design positions at Tommy Hilfiger, Ralph Lauren and Converse, has been appointed to work on this new collaboration.

The range is currently available in-store and online at To further extend the reach of the Paddington range and build additional engagement with South Korean fans, a seasonal golf collection and associated apparel and accessories will launch in late Spring 2021.

“We see that this collaboration will strongly appeal to young Korean customers who have purchasing power. Hazzys’ brand concept of British casual looks and the adorable Paddington graphics are a perfect match,” said Jung Hyuk Park, senior manager, global business for HAZZYS. 

“We are thrilled to be working with Hazzys on this fantastic collaboration. We feel the pairing of these two iconic brands offers something new and exciting to the market,” said Polly Emery, SVP brand and international licensing, The Copyrights Group.

Hazzys first started in 2000 in Korea as a men’s British traditional casual brand. Since then, it has expanded to various areas including Ladies clothing, Accessories, Golf and Kids, offering a lively look with an urban feel. Over the years, HAZZYS has grown beyond Korea’s domestic market to become a global brand appreciated by consumers across the globe.

Opinion | Love craft: What are the secrets to creating a lovable toy brand?

In the quest to answer the question, how can you create not just a great toy brand, but a loved one, PR agency Energy PR has uncovered a few home truths about the nature of customer loyalty, all of which it lays out in its new Brand Love research report.

Here, Louise Findlay-Wilson, founder and managing director at Energy PR, explores some of those findings as she discusses the boxes a brand needs to tick to transition from a favoured children’s brand to one that is loved by kids, families, and parents alike.

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It seems obvious that a toy brand would want to make itself lovable, after all the relationship between a child and a toy is utterly rooted in the emotions of fun, excitement and yes…love.

But it’s not just the child which a toy brand needs to worry about. Unlike most other consumer goods, toy brands also need to think about the parents and gift givers too – and go the distance in order to foster their love.

This sounds like a lot of hard work but there are lots of good commercial reasons why toy brands should try.  For instance, in our research report, Brand Love, we found that people who love a brand are three times more likely to recommend it to others. They are also much more forgiving – they will tolerate twice as many mistakes from a brand they are 100 per cent committed to.

All this love. and therefore loyalty, translates into bottom line sales. Data shows that, whilst repeat buyers only make up around eight per cent of the average online retailer’s customers, they account for a disproportionate share of its turnover – a whopping 40 per cent.

So, how do you build the love for your toy brand among both kids and adults? The first thing to remember is that it’s not about price or customer service. These factors matter but they’re not key to loyalty. Indeed, according to our study, just 33 per cent of marketers think value for money is important for brand greatness, and 34 per cent believe it’s determined by its customer support. Instead, they argue that great brands are those we trust (60 per cent) and those which make us feel good (58 per cent).

What’s more, to move from brand greatness to being loved, your brand needs to also have values which align with the customer’s (55 per cent), be closely tied with the consumer’s identity (38 per cent) and indeed become part of someone’s life (42 per cent).

This involves much more sophisticated marketing – and for a toy brand it’s a massive balancing act. You must be fun and relevant from the child’s point of view, but also fit with the parent or gift giver’s values, so that they feel comfortable – indeed, positively excited – buying the toy or game for another.

And this balance must be achieved time and again, over many years. This means not only consistently living up to values but keeping them relevant for the modern era.

LEGO has done this brilliantly. The notion of ‘playing well’ – through imagination, fun and creativity – worked back in 1932 and can still be seen today in its ‘rebuild the world’ campaign. Another evergreen favourite, Paddington, has also deftly held onto its long-held values – this time of kindness and generosity – refreshing them for each era.

For instance, Paddington in 2017 became a champion for children’s rights for UNICEF. A tactic which will have resonated with those grandparents, who themselves loved Paddington when children in the 1950s.

Getting your values right, and living up to them, so that customers learn to trust you for them, is the fundamental first step on the road to brand love.

Get your free copy of Brand Love here

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Louise Findlay-Wilson is the founder and managing director at Energy PR an active PR agency in the toy and children’s sectors

Studiocanal confirms Paddington 3 as The Copyrights Group appoints new Italian licensing agent

Plans are underway to strengthen the Paddington brand across the Italian market with the appointment of the territory licensing agent, Rai Com. It follows the successful launch of The Adventures of Paddington on Rai YoYo earlier this year, a channel on which the series now airs three times a day.

Rai Com is now working to build on the show’s success with the development of a full consumer product range for Paddington, Initial categories include the distribution of the Phat Mojo master toy range, kiosk items, stationery, back to school, and FMCG.

Rai joins the existing team of Paddington agents working on the brand worldwide, which includes Studiocanal for France, License Connection for Benelux, Edebe Licensing for Spain, Partner Plus for Greece, Plus Licens for Eastern Europe and the Nordics, Copyrights Asia for Japan, Global Brands Group for China and WP-Brands for Australia.

“We are thrilled to be partnering with Rai Com to develop together Paddington in Italy. The successful launch of the show is full of promises and no doubt a whole new generation is about to adopt the beloved bear from darkest Peru,” said Sophie Kopaczynski, CEO of the Copyrights Group.

The news lands in the midst of other major developments for Paddington who, it is confirmed, will star in a third feature film, with work currently underway.

News of the film was shared via Variety earlier this week and has since been met with widespread celebration by fans keen to see the latest offering.

A spokesperson for Studiocanal told the publication: “We can confirm Studiocanal is working very hard on film three with the utmost craft and care – as with film one and two.”

Previous reports state that Studiocanal will once again be teaming up with David Heyman’s Heyday Films, while Paddington writer-director said he will not be directing the third film, but will still be involved.

With its mix of live-action and CGI, Paddington has become a global box office success, with the two previous films grossing more than $280 million and $225 million worldwide, respectively.

The movies have also previously pulled in the acting talents of Nicole Kidman, Hugh Grant, Hugh Bonneville, and Sally Hawkins, while Ben Wishaw has lent his voice to the titular bear, both in the films and the television series The Adventures of Paddington, also produced by Studiocanal.

Season two of The Adventures of Paddington will air on Nickelodeon in the US this month, before rolling out to territories around the world in April.

Olympia le Tan celebrates 62 years of Paddington with exclusive clutch bag collection

The French boutique retailer, Olympia le Tan, has partnered with Copyrights to launch am exclusive Paddington clutch bag collection, based on the first edition cover of Michael Bond’s ‘A Bear Called Paddington.’

The limited edition clutch features one of the most iconic illustrations by Peggy Fortnum and celebrates Paddington’s 62 year publishing and merchandising heritage.

Olympia le Tan is known for its beautifully designed, hand-stitched clutch bags, taking inspiration from literature, art and film. Each collection is limited to 77 pieces and each bag can take up to 300 hours to produce, creating a unique look and feel. 

The deal was brokered by StudioCanal Licensing, the agent for Paddington in France.

Valérie Rolandez-Barrios, director of licensing and partnerships at StudioCanal Licensing, said: “It is such a delight to work on Paddington and help develop the brand in France. Seeing this collaboration with Olympia le Tan come to life is wonderful. The Paddington clutch bag is a beautiful item and the result of a unique partnership.”

Aude Sergent, general manager for Olympia le Tan, added: “Collaborating with Paddington felt natural for our brand. We observed that we are all related to Paddington, we all know his crazy adventures and his unconditional love for marmalade.

“Embroidered on our bags, this classic of contemporary English literature gives us the opportunity to pay a tribute to this mythic book through the original illustration of Peggy Fortnum.”

The Copyrights Group lays plans for Paddington in Benelux with License Connection partnership

Brand development agency, The Copyrights Group has appointed License Connection as its Benelux licensing agent for Paddington Bear. The outfit will represent the popular IP across classic, baby, movie, and TV for a broad range of products in the region.

Written by Michael Bond and first in print in 1958 in the volume titled A Bear Called Paddington, Paddington has become a literary icon that has gone on to sell 35 million copies worldwide. The series has since been translated in to over 40 different languages.

The Paddington movies produced by Studiocanal, with Harry Potter’s David Heyman have become the most successful independent family movie franchise ever, with more than $500m at the box-office.

This year will see a brand-new Paddington TV series designed for a pre-school audience launch worldwide on Nickelodeon. The Adventures of Paddington features a young Paddington and reaches out to a whole new generation of fans.

Franca Bernatavicius, senior international licensing manager, The Copyrights Group, said: “We are very pleased to be working with License Connection on Paddington Bear in the Benelux. This is a very exciting time for Paddington, with the rich publishing heritage and the success of the films now paving the way for the upcoming TV series and a new generation of fans across the Benelux.”

Daphne Kellerman of License Connection, added: “We are delighted that The Copyrights Group has appointed License Connection as the Benelux Licensing Agent for Paddington. We see great potential for the brand in the territory because of its heritage and the new adventures that are about to come.

“It is a well-known brand already globally and we look forward to add partners to create new products, so kids and parents can go on their own journey with Paddington.”