The Copyrights Group is expanding the presence of "Paddington" in Italy by partnering with Rai Com as licensing agent for the brand.
The appointment of Rai correlates with the launch of "The Adventures of Paddington" on Rai YoYo in January, where the series is airing three times a day.
"We are thrilled to be partnering with Rai Com to develop together 'Paddington' in Italy," says Sophie Kopaczynski, chief executive officer, the Copyrights Group. "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."
Rai joins the existing team of "Paddington" agents working on the brand worldwide, which includes Studiocanal in France, License Connection in Benelux, Edebe Licensing in Spain, Partner Plus in Greece, Plus Licens in Eastern Europe and the Nordics, Copyrights Asia in Japan, Global Brands Group in China and WP-Brands in Australia.
Rai Com is developing a full consumer product range for "Paddington." Initial categories will include distribution for the Phat Mojo master toy range, kiosk items, stationery, back to school and FMCG.