TOTAL LICENSING
have all helped keep the character in su to Tokyo Metro. Paddington’s obvi-
the public eye around the world. As ous connection to trains and train sta-
Nicholas Durbridge explained, “The tions made him an appealing choice.
FilmFair series was sold into 35 coun- A total of 2.8 million Paddington Bear
tries and the later Cinar series went Passnet cards were printed between
into over 40 territories. Paddington 2004 - 2006, with each card costing
always seems to be on air somewhere 5000 Yen (around $40 approx) often
around the world. I’ve been in Hong selling out in a matter of days after
Kong and turned on the television a print run - 400,000 per print run.
only to find Paddington showing!” Based on this, the total value of Pad-
In all there are more than 265 licen- dington Bear cards was in excess of
Paddington has enjoyed a long relationship
$120 million.
with the Tokyo Metro
Paddington also featured in
many posters visible in all of
aimed at Japanese tourists as well as
Tokyo Metro’s 168 stations.
a series of art exhibitions around the
Other campaigns featuring
country.
Paddington costume appear-
In Australia, Paddington’s popular-
ances, such as Walking Tours
ity continues unabated and licensees
and Christmas events proved
are working towards the anniversary.
very popular. In all, Padding-
Copyrights are also working with an
ton appeared on 6 million daily
Australian publisher to develop a con-
impressions in Japan and Copy-
sumer campaign to run alongside the
rights Japan are confident that
anniversary publishing program.
the contract with Tokyo Metro
Key licensees in Australia include Jas-
will be renewed when it ex-
nor for ranges of building blocks and
Product from the Bubba Blue line in
pires this year.
plush that are distributed into 320
Australia
Over and above transport, Paddington
independent accounts as well as de-
sees around the world making, liter-
Bear has also been a spokescharacter
partment store David Jones and Bor-
ally, thousands of different products.
for UNICEF in Japan since the mid-
der Books. In addition, Bubba Blue’s
In Japan, Paddington has been an en-
1980s. Paddington costume appear-
new Paddington Bedtime story went
during success story. Product made its
ances and such at various fund-raising
in-store recently.
first appearance in 1982 through Sony
events in Japan such as the ‘Love Walk’
Plaza in Japan and, in terms of pro-
and ‘Hand-in-Hand’ charity walks have
motions, there have been a number
been a great success.
of highly successful events including
Paddington has also joined the digital
Ogaki Kyoritsu Bank who have used
revolution in Japan. Licensees Yamaha
Paddington as a spokescharacter for
and Primeworks are featuring him in
over a decade.
downloadable mobile phone content
A major promotion has been with
and Cyberagent has also featured the
Tokyo Metro. The campaign began
bear in backgrounds for its blog site.
in April 2004, to coincide with the
2008 is also a Government-sponsored
Rainbow_paddington_02:Layout 1 12/9/07 13:41 Page 1
change of name from Eidan Chikatet-
UK-Japan Year and Paddington is due
to appear in a London guidebook
d
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Bear
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ti
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!
RAINBOW PRODUCTIONS, Europeʼs leading costume character company,
is delighted to be associated with this landmark occasion.
RAINBOW PRODUCTIONS
Unit 3, Greenlea Park, Prince George’s Road, London SW19 2JD
(t) 020 8254 5300 (f) 020 8254 5306
info@rainbowproductions.co.uk www.rainbowproductions.co.uk
119
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