10 Minutes With … STUDIOCANAL, The Copyrights Group on Paddington

License Global: It’s an important time for The Copyrights Group and, particularly Paddington, with the release of the “Paddington in Peru” movie due out later this year in the U.K. What can you tell us about what is coming up around that movie, from a licensed consumer products perspective?

Françoise Guyonnet: We are incredibly excited for what’s to come with “Paddington in Peru,” set to be released in the U.K. on Nov. 8 and in the U.S. on Jan. 17. It promises to be another delightful adventure, taking our beloved bear back to his roots in Peru. The highly anticipated film will capture the essence of Paddington’s charm, combining heartwarming storytelling with visually stunning landscapes. This is our biggest adventure and production yet, with new characters joining our existing cast: Olivia Colman’s Reverend Mother and Hunter Cabot, a dashing riverboat captain played by Antonio Banderas. STUDIOCANAL developed, produced and will distribute throughout Europe, in Australia and New Zealand as well as through partners in China and Japan. We’re also delighted to be partnering with Sony Pictures who will distribute in the U.S., Canada and other key international territories, including Latin America.

To celebrate the release, we are launching a series of exciting, licensed products that will allow fans around the world to bring a piece of Paddington’s adventure home. These collaborations will launch across multiple territories and span various categories, including toys, apparel with global high-street brands, publishing with four new movie tie-in titles by HarperCollins, stationery, arts and crafts and more, each designed to capture the spirit of the film while appealing to both new and long-time fans of the brand around the world. This strategic rollout of products will be timed to maximize the film’s impact, creating a cohesive and immersive brand experience at retail. Indeed, we’re planning many retail takeovers in key territories, including the U.K., U.S. and travel retail globally.

An exclusive “Paddington in Peru”-themed product line will also be available at our flagship store online and in Paddington Station, London, alongside a new pop-up, which fans and tourists will be able to visit from October this year.

We can’t quite unveil our next collaborations yet, but fans can expect to engage with the brand in new innovative ways.

Françoise Guyonnet, Copyrights Group

What is it about the Paddington brand that appeals to consumers and why has the brand been so successful for so long?

The beloved character has a timeless appeal, resonating with global audiences across generations due to his universal themes of kindness, adventure and the charm of his quintessentially British character.

Since Michael Bond introduced him in 1958, Paddington has embodied qualities such as politeness, curiosity and a heartwarming sense of wonder. His desire to belong is universally relatable, as are his many mishaps making him as charming as he is entertaining.

By developing a 360 brand through various media – from publishing to television or films – our goal is always to stay true to the core values of the character, which has contributed significantly to its longevity. Iconic moments and brand partnerships, such as Paddington’s encounter with Queen Elizabeth II during her Platinum Jubilee or our latest global brand collaboration with Jo Malone London, exemplify the brand’s ability to adapt and remain contemporary while honoring its rich heritage.

With a brand that is so well known, how careful do you need to be about protecting the heritage of the brand and does that create challenges when entering licensing deals?

Protecting the heritage of the Paddington brand is paramount in all our endeavors, particularly when entering into new global licensing deals. We are very selective about the partners we collaborate with, ensuring they understand and respect the core values and aesthetics that make Paddington so beloved. We work closely with our licensees to ensure that every product or experience feels true to the character, whether it’s a new global apparel line or a high-profile collaboration, balancing innovation with tradition is key.

Taking Jo Malone as a prime example we chose to use artwork inspired by Peggy Fortnum’s original illustrations of the character to build a 360 program around the Orange Marmalade cologne, a refined take on the delicious preserve. Four limited-edition gift collections included a special trunk design, inspired by Paddington’s suitcase. The large-scale marketing campaign saw giant gift box installations pop up in three iconic locations around the world (in London, Seoul and Shanghai) alongside themed retail, influencer events and a strong PR and digital campaign reaching one billion people worldwide in the first two weeks post-launch. The partnership was extremely successful in Asia and Japan, which saw some of our most exciting activations such as fully branded trains, buses and stores in Hangzou, Nanjing, Beijing and many more. We’ve found that by staying true to Paddington’s roots, we can create products that are both contemporary and deeply connected to the character’s history.

Marketing promotion for Jo Malone London x Paddington collection

Paddington entered the location-based experience space in May with “The Paddington Bear Experience.” What was the process of bringing Paddington to life like, and how has the experience been received?

The process of bringing Paddington to life through this large-scale experiential launch was both challenging and immensely rewarding. We wanted to create an immersive experience that would allow fans to step into Paddington’s world, meet the beloved bear and the Brown family and engage in games and activities. This required a careful balance of storytelling, technology and detailed set designs. We collaborated with STUDIOCANAL’s theatrical teams to incorporate props and furniture from the Paddington film sets, creating a tangible connection to the beloved stories. The multi-sensory attraction featuring interactive elements, theatrical performances and environments inspired by iconic locations from Paddington’s adventures has been incredibly well-received, with over a 80 thousand tickets sold since its opening in June 2024. Fans have praised the attention to detail and the way the experience captures the essence of Paddington, making it a truly magical adventure for visitors of all ages.

We continue to develop our experiential offering internationally with the launch, in 2025, of a large-scale play experience inspired by “The Adventures of Paddington” TV series in Hong Kong’s largest retailtainment landmark, 11 skies.

"The Paddington Bear Experience"

What will you be highlighting and showcasing at your booth at BLE this year?

At Brand Licensing Europe, we will be showcasing an array of exciting developments for the Paddington brand, as well as STUDIOCANAL’s global ambitions with IP development. Key highlights will include previews of the “Paddington in Peru” film campaign and licensed product lines, including exclusive items available only at our flagship store and pop-up location. We’ll also be presenting our recent collaborations, such as the Jo Malone London collection and unveiling upcoming apparel collaborations with major global players. We look forward to also discussing our upcoming digital initiatives, including new content for our official YouTube channel and more.

Additionally, attendees will get a first look at our plans for expanding the brand’s presence in international markets, as well as our strategy for entering new product categories and experiential spaces. Our booth will serve as a hub for partners and prospects to explore the rich potential of our IP and to discuss opportunities for future global collaborations.

"Paddington in Peru" Movie Poster

This year BLE celebrates its 25th anniversary. What is your first memory of the show? Do you have any particular highlights from over the years?

BLE has been a cornerstone event for us for many years, providing an invaluable platform to forge significant partnerships, affording us the opportunity to launch major licensing programs. One of my earliest memories of BLE is the excitement and energy on the show floor, seeing so many iconic brands and innovative products in one place. A particular highlight for us was the launch of our global partnership with Jo Malone London, which originated from conversations at BLE. This collaboration resonated deeply with consumers and was a tremendous success internationally, especially in Asia and Japan. BLE has also been instrumental in expanding Paddington’s presence in new markets, and each year, it offers fresh opportunities to connect with partners who share our vision for the brand.

Finally, what can we expect from a licensed consumer products perspective from STUDIOCANAL, The Copyrights Group for the remainder of 2024 and into 2025?

Looking ahead to the remainder of 2024 and into 2025, STUDIOCANAL, The Copyrights Group has an exciting slate of licensed consumer products that will continue to build on the momentum of our recent successes. Beyond the extensive product lines tied to “Paddington in Peru,” we’re planning new collaborations that will further expand Paddington’s presence in lifestyle categories, including apparel and arts and crafts. We’re also exploring innovative digital products that will engage new generations in new ways, leveraging the growing popularity of our YouTube channel and developing our gaming presence. Additionally, we’re committed to expanding our experiential offerings, building on the success of “The Paddington Bear Experience,” developed by The Path Entertainment Group, with new initiatives that bring our characters to life in immersive and interactive ways.

As we move into 2025, our focus will be on continuing to honor Paddington’s heritage while embracing new opportunities for growth and global expansion, including the launch of “Paddington: The Musical,” an upcoming stage musical featuring Paddington, developed by Sonia Friedman Productions.

Françoise Guyonnet, will be taking the stage at BLE, leading a session entitled “Turning a Heritage Brand into a Global Phenomenon.” The session takes place at 2 p.m. on Sept. 25 in the License Global Theatre

Brand Licensing Europe takes place Sept. 24-26 at ExCeL London. Register for your free ticket now.