STUDIOCANAL Unveils New Brand, STUDIOCANAL KIDS & FAMILY: An Extended Interview

September’s issue of License Global featured an interview with Françoise Guyonnet, chief executive officer, STUDIOCANAL KIDS & FAMILY, who discussed the company's latest brand launch STUDIOCANAL KIDS & FAMILY, a rebrand of The Copyrights Group.

Guyonnet also spoke about the opening of "Paddington in Peru," the third installment of the "Paddington" movie franchise, which opened in U.K. theatres this month and took £9.65 million ($12.4) in its opening weekend, making it the largest opening weekend of the year and the biggest since "No Time to Die," in 2021.

As you might expect, the movie's release sparked a host of licensing deals, including Paddington Children's Glasses from Coral Eyewear, a new Paddington Game, "Mission Marmalade," on Roblox and a Paddington babyGap and Toddler Collection.

Here, License Global looks back on our interview with Guyonnet and shares further insight from the conversation.

Françoise Guyonnet, STUDIOCANAL KIDS & FAMILY

License Global: What is it about the Paddington brand that resonates so well with consumers and what has helped the brand achieve such longevity?

Françoise Guyonnet: 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.

Related:STUDIOCANAL Unveils New Brand, STUDIOCANAL KIDS & FAMILY, at Brand Licensing Europe

Since Michael Bond introduced him in 1958, Paddington has embodied 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.

The Copyrights Group was acquired by STUDIOCANAL in 2016. What benefits has that acquisition brought for the company and the Paddington brand?

The acquisition of The Copyrights Group by STUDIOCANAL (a CANAL+ company), a global entertainment leader in development, production and distribution, has allowed for a more integrated approach to managing the Paddington brand, combining the strengths of a worldwide entertainment leader with deep expertise in brand management and licensing.

This strategic alignment has enabled the seamless expansion of Paddington into new markets and media, fostering innovative collaborations and extending the brand's reach globally. The success of the BAFTA-nominated Paddington films, which have grossed over $500 million worldwide, underscores how STUDIOCANAL's resources and expertise have elevated the brand, creating new opportunities for storytelling and consumer engagement.

Related:STUDIOCANAL KIDS & FAMILY Brings New Paddington Game to Roblox

With The Copyrights Group becoming STUDIOCANAL Kids & Family, what will it mean for the brand, and what can consumers expect from the rebrand?

The rebrand of The Copyrights Group represents an exciting evolution, aligning our visual identity with STUDIOCANAL's. STUDIOCANAL KIDS & FAMILY is the new home for IP brand development within Europe's leader in the development, production, distribution and international sales of feature films and series. Partners and prospects can expect a streamlined process across content creation, licensing and broader IP development and management to bring Paddington and other IPs to new audiences globally in authentic and engaging ways.

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

You have recently launched the "Lost & Found Paddington," which embraces the brand's British heritage. How important is it to maintain and consider that heritage when entering into new licensing deals?

Related:Gap, Paddington Drop babyGap and Toddler Collection

The 'Lost & Found Paddington' exclusive collection for our Paddington Station shop celebrates the character's roots, paying homage to his iconic London adventure while introducing him to new generations globally with stylish designs in a way that feels both authentic and contemporary.

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 and Jo Malone London are great examples of how we can bring innovative and modern collections to life while 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 unique trunk design, inspired by Paddington's suitcase.

The large-scale marketing campaign saw giant gift box installations pop up in three iconic locations worldwide (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 highly successful in Asia and Japan which saw some of our most exciting activations such as fully branded trains, buses and stores in Hangzhou, Nanjing, Beijing and many more.

Jo Malone London x Paddington marketing promotion

The announcement followed the opening of the Paddington Bear Experience in London earlier this year. How have your fans received that activation, and what steps do you have to take to ensure that the brand's authenticity is maintained when bringing Paddington to life through live experiences or on the big screen?

The Paddington Bear Experience, created by The Path Entertainment Group, is a multi-room permanent attraction taking guests on a unique adventure in the world of Paddington. We're delighted to see it has been met with overwhelming enthusiasm, delighting fans of all ages with its immersive environments, interactive theatrical element, technology and compelling narrative. Since June 2024, more than £4.5m worth of tickets has been sold, showing our audience's excitement to see us expand into experiential.

The attraction spans 26000 sq.-ft. and multiple themed rooms inspired by iconic locations from the Paddington stories. It is a testament to our commitment to maintaining the brand's authenticity. We've worked with STUDIOCANAL's theatrical teams to develop a cohesive visual style that beautifully integrates with Paddington's world. Indeed, approximately 50-60% of the props and furniture in the experience were taken from the "Paddington" film sets, adding authenticity and a tangible connection to the beloved stories.

This meticulous attention to detail helps to preserve the brand's qualities, ensuring that every new iteration feels true to the character while offering something new and engaging.

The Paddington Bear Experience, STUDIOCANAL KIDS & FAMILY

What's next for Paddington and the STUDIOCANAL KIDS & FAMILY brand?

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 collecting more than 1.8m followers, new media such as our official YouTube channel now introducing clips from the Daytime Emmy Award Winning series "The Adventures of Paddington" to a new generation of fans, or via global partnerships across industries.

We are committed to ensuring that Paddington continues to delight audiences worldwide. We are excited about the opportunities and look forward to sharing our plans. We will announce collaborations with global players in significant categories, including apparel and gaming, alongside details on our experiential developments, including the 2025 launch of "Paddington: The Musical," an upcoming stage musical featuring Paddington, developed by Sonia Friedman Productions.