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Classic Paddington™

 

Background

 

Since he first arrived at Paddington Station and met Mr and Mrs Brown, Paddington Bear has undeniably become one of the world's classic bears, appealing to all ages.

 

Paddington Bear celebrates his 50th anniversary in 2008 with a host of trade and consumer marketing initiatives across publishing and licensing.

 

Classic Paddington comprises the atmospheric illustrations of Paddington Bear by Peggy Fortnum. As the original illustrator of the Paddington books, commissioned to illustrate the very first book, A Bear Called Paddington, in 1958, Peggy Fortnum went on to illustrate the rest of the novels in the series. Although her wonderfully distinctive pen and ink drawings were executed in black and white, some of her work has now been coloured in soft watercolour style.

 

More than 265 licensees, making thousands of different products across the UK, Europe, USA, South-East Asia, Japan, Australia and South Africa all benefit from the universal recognition of Paddington Bear.

 

 

Celebrate Paddington Bear’s 50th anniversary in 2008!

 

‘A Bear Called Paddington’ was first published in 1958 and is now a classic of British literature. HarperCollins have developed an extensive publishing programme to support Paddington’s 50th Anniversary in 2008, including a brand new novel – Paddington Here and Now – for June 2008.

 

A comprehensive marketing campaign has been developed and details will be launched in March 2008.

 

 

Brand Values

 

Classic, enduring, empathy with children, cross-cultural, charming, humorous, affectionate, timeless, well-meaning, loveable, British, naïve

 

 

USPs

  • A classic publishing character who is not film or TV reliant
  • Extensive adult consumer awareness (fond part of their childhood memories)
  • Reaches beyond standard pre-school bear market.
  • Perfect ambassador for England and tourist icon.
  • 98% brand awareness.

 

Licensing Highlights

  • Paddington Bear is fronting a creative campaign for Marmite to run across all advertising media for 18 months. The first phase of activity was launched on in September 2007 with a TV ad campaign for new squeezy Marmite packaging. See the Marmite campaign press release here.
  • Warner Bros. Pictures will be making the first feature film of Paddington Bear. The family comedy will be produced by David Heyman, producer of the wildly successful ‘Harry Potter’ film franchise, through his company Heyday Films. Writer Hamish McColl (Mr. Bean’s Holiday’) has also been chosen to write the film adaptation. Please see the film press release here.
  • A new worldwide licence has been signed with computer games publisher, Blast Entertainment, to develop and publish Paddington Bear games for Playstation2. The official PS2 game was released in November 2007.
  • Rainbow Designs have developed a huge range of new Paddington Bear plush, including exclusives for Hamleys and designs based on FilmFair which are set to become collector's items when launched in 2008.

 

Target Markets:

  • Primary target market: Pre-school children
  • Secondary target markets: collectors, tourists (especially from US and Japan), adult nostalgia

 

Media and Profile

  • Paddington books have sold more than 30 million copies worldwide, in 30 languages, across 70 titles.
  • An international TV star since 1975, Paddington Bear is represented in puppet animation from FilmFair and cel animation from Cinar (now The Cookie Jar Company).
  • Nick Jr have UK broadcast rights and are scheduled to show the FilmFair series through 2008.
  • DVD: Abbey Home Media have released three Paddington Bear FilmFair DVDs, the most recent in October 2007, with retail support from Woolworths, WH Smith, Morrisons, Asda, Sainsbury’s, Waitrose, HMV, Virgin, Play.Com and Amazon.
  • The Polka Theatre is a regular theatrical partner and discussion is underway for the development of a show to celebrate Paddington’s Anniversary in 2008.
  • The official Paddington website – www.paddingtonbear.co.u k  – receives more than 1.3 million hits per month.

 

Please look after this bear. Thank you.

 

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PADDINGTON BEAR™  © Paddington and Company Ltd 2008