Maurizio Distefano Licensing is on board to develop a merchandising program ahead of the character’s second movie.

The Copyrights Group has appointed Maurizio Distefano Licensing to manage the Italian licensing program for Paddington Bear.

Maurizio Distefano Licensing will initially focus on a wide-ranging campaign that encompasses toys, gifts, games, confectionery, plush and more.

“We are thrilled to be partnering with MD Licensing, to build the Paddington brand in Italy,” says Polly Emery, brand and marketing director, The Copyrights Group. “Together with publishing partner Mondadori and Eagle, who will be distributing the Paddington movie, we are looking forward to seeing exciting activity for Paddington in Italy.”

Furthermore, the appointment comes ahead of the second Paddington film, which is slated for release in December 2017 across Italy.

“Paddington is a much-loved children’s brand whose many fans worldwide love his friendly manner and adventures,” says Maurizio Distefano, president, Maurizio Distefano Licensing. “With the film sequel on its way, we expect brand awareness to be stronger than ever in the Italian market in the coming year and the Paddington brand to be more successful than ever among licensees and at retail.”