STUDIOCANAL to Unveil New Brand, STUDIOCANAL KIDS & FAMILY, at Brand Licensing Europe

This year is a busy one for The Copyrights Group, which acts as the licensing agent for Paddington Bear, and its parent company, STUDIOCANAL. One of the most beloved characters in children’s literature, known for his adventures and polite demeanor, Paddington Bear is set to hit the big screen for the third time in “Paddington in Peru,” later this year. Prior to that, The Copyrights Group is undergoing a rebrand this to align its visual identity with STUDIOCANAL’s.

Ahead of Brand Licensing Europe, it was announced that STUDIOCANAL will unveil its new brand, STUDIOCANAL KIDS & FAMILY, at the show. With a new logo, STUDIOCANAL KIDS & FAMILY is a rebrand of The Copyrights Group. The rebrand will see STUDIOCANAL KIDS & FAMILY own and manage the Paddington IP and official stores.

STUDIOCANAL KIDS & FAMILY will continue to drive full-service IP development with strategic worldwide brand development, licensing, experiential and retail expertise. As part of the changes, Francoise Guyonnet will be named chief executive officer, STUDIOCANAL KIDS & FAMILY.

“Our new company brand underlines STUDIOCANAL’s commitment to building global brands around IP that truly resonates with kids and their families,” says Guyonnet. “The extensive experience and expertise of our entire team mean we are able to frame innovative concepts to maximize all aspects of an IP’s potential. Being part of CANAL+ Group is also a great opportunity to identify and develop new IPs globally, alongside STUDIOCANAL’s catalog of more than 9,000 titles. And of course, we are thrilled with the continuing development of our beloved Paddington’s journey throughout the world and look forward to growing a lineup of exceptional IPs, which we will announce very soon.”

Related:Jo Malone London Partners with Paddington

The Copyrights Group became a STUDIOCANAL company in 2016, following STUDIOCANAL’s acquisition of The Copyrights Group and Paddington IP.

"The acquisition has allowed for a more integrated approach to managing the Paddington brand, combining the strengths of a global entertainment leader with deep expertise in brand management and licensing,” says Françoise Guyonnet, chief executive officer, STUDIOCANAL KIDS & FAMILY. “This strategic alignment has enabled the seamless expansion of Paddington into new markets and media, fostering innovative collaborations and extending the brand’s reach.”

Françoise Guyonnet, STUDIOCANAL KIDS & FAMILY

Paddington Bear was created by British author, Michael Bond, in 1958, with the character based on memories of Bond’s life immediately before and during World War II. Paddington’s inspiration reportedly stemmed from Bond spotting a lone teddy bear on a shelf in a London store near Paddington Station on Christmas Eve 1956, which he bought as a present for his wife. Two years later, the character made his first appearance in the book, “A Bear Called Paddington,” which was published in 1958. 

Related:10 Minutes With … STUDIOCANAL, The Copyrights Group on Paddington

Today, Paddington is an icon for London and has been used many times in popular culture to mark anniversaries and British milestone events … from appearing in a Google Doodle, to featuring in the Christmas advert for British retailer, Marks & Spencer and appearing on 50-pence coins in the U.K. 

“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,” says Guyonnet. “For years, 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.”

To mark Queen Elizabeth II’s Platinum Jubilee in 2022, Paddington joined the monarch for tea and marmalade sandwiches in a pre-recorded comedy sketch at Buckingham Palace, before they tapped their teacups to the beat of “We Will Rock You” prior to Queen + Adam Lambert performing the song at the Platinum Party live outside. The video turned out to be one of the final public appearances of Elizabeth II before her passing, and as a result, Paddington became a symbol of mourning for the late Queen.

Related:The Paddington Bear Experience Comes to London

“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,” continues Guyonnet. “Iconic moments and brand partnerships, such as Paddington’s encounter with Queen Elizabeth II 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.”

“Paddington in Peru” movie poster

Paddington Returns to Peru

In that first story, Paddington is depicted as a friendly bear from “deepest, darkest Peru,” who travels to London in search of a better life. 

Later this year, Paddington is set to return to his South American roots in the third installment of the “Paddington” movie franchise, “Paddington in Peru,” to visit his Aunt Lucy, who now resides at the Home for Retired Bears. The Copyrights Group has already embarked on a series of high-profile licensing deals in the run-up to the film’s release.

“‘Paddington in Peru’ promises to be another delightful adventure,” says Guyonnet. “The 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. STUDIOCANALl 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.”

Lost and Found Paddington collection features a puzzle, notebook, pencils and marmalade

Paddington in Brand Licensing 

To celebrate the release, the film’s licensing program will continue to roll out across multiple territories and various categories, including toys, apparel with global high-street brands, publishing with four new movie tie-in titles by HarperCollins, gaming, stationery and arts and crafts. The strategic rollout of products will be timed to maximize the film’s impact, creating a cohesive and immersive brand experience at retail. An exclusive “Paddington in Peru”-themed product line will also be available online and at Paddington’s flagship store in Paddington Station, alongside a new pop-up, which fans and tourists will be able to visit from October.

Earlier this year, to celebrate Paddington’s summer birthday, The Copyrights Group announced the launch of the Lost & Found Paddington collection, inspired by Paddington’s arrival in London, where he was found by Mr. and Mrs. Brown.

“The Lost & Found Paddington collection introduces him to new generations across the globe, with stylish designs, in a way that feels both authentic and contemporary,” says Guyonnet. “We ensure that every product or collaboration aligns with Paddington’s values and aesthetic, preserving the character’s integrity while allowing room for creative expression and international appeal. 

“Our most recent collaborations with Cath Kidston or Jo Malone London are great examples of how we can bring to life innovative and modern collections whilst celebrating Paddington’s heritage. At the heart of our Jo Malone London x Paddington collection is 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 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 and Beijing.”

A large-scale marketing campaign supported the release, which saw giant gift box installations pop up in three locations around the world, London, Seoul and Shanghai, along with themed retail, influencer events and a strong PR and digital campaign. 

London taxi promotional image for Jo Malone x Paddington Collection

“As we look to the future, our focus remains on further growing the Paddington brand in ways that honor its legacy while exploring new, innovative avenues to expand globally, whether through our digital platforms, via global partnerships across industries,” concludes Guyonnet. “We are committed to ensuring that Paddington continues to delight audiences around the world.”

At Brand Licensing Europe, at stand B182, STUDIOCANAL will share more about its future plans and what the company’s rebrand means. It will also look ahead to collaborations with global players in major categories, including apparel and gaming, alongside experiential developments, which include the 2025 launch of “Paddington: The Musical,” a stage musical featuring Paddington developed by Sonia Friedman Productions.

This story was taken from the September 2024 issue of License Global. Read the full issue here …