TOTAL LICENSING
North America, of course, has had
a long relationship with Paddington
Paddington Costume Characters
since Eden Toys acquired the US rights
to produce Paddington toys back in
around the world
1974. In fact, back in 1990 Paddington
Of course, one of the most important Paddington licensees
made his first appearance as a 29 foot
on a worldwide basis has been Rainbow Productions who
balloon in the Macy’s Thanksgiving
have been creating Paddington costume characters since
Day Parade.
1996. The costumes have been shipped worldwide and,
Today, the program is handled through
over the years, Paddington has made numerous guest
Stone America and recent licenses in-
appearances at venues such as shopping centers
clude Wish for a T-shirt line, together
and retail outlets.
with new lines of bracelets, charms,
Currently, two new Paddington costumes are
women’s and children’s loungewear,
being created based on the FilmFair version of the
sleepwear, underwear and hosiery.
character, one of which Rainbow will use for guest
In Europe, plans for the anniversary
appearances including Brand Licensing show and a
are focusing on Germany and The
special appearance at the Licensing Awards held in
Netherlands where Paddington is
London in mid-September.
probably best known. Nicholas Dur-
Commenting on the license, David Scott, Managing
Director of Rainbow Productions said, “Rainbow
has been privileged to work with Copyrights over
the past decade to manufacture and manage Paddington Bear costume
characters which have been sent around the world – such is the popularity
of this delightful duffel-coated bear”.
bridge continued, “Paddington has Paddington episodes each Saturday
always been popular in the Nether- and Sunday.
lands. In fact, during a Paddington mug New licensees include Steiff for a
promotion through Douwe Egberts birthday edition plush based on the
more mugs were distributed than FilmFair style, together with Reutter
there are people in the whole of The in Germany and Cornelsen in Germa-
Netherlands!” ny for English-learning suitcases.
German station KiKa/ARD are run- In addition, Logoshirt in Germany will
ning a series of Paddington competi- launch a series of classic Paddington
tions for viewers leading up to the T-shirts and flight and sports bags
anniversary and they are broadcasting whilst Sigg in Switzerland have recent-
ly signed a license for metal drinking
Above: The cov-
bottles to be distributed worldwide.
er of the new
In France, Prime Fleur D’Argile have
Chinese edition
of A Bear called
signed for twelfth-night charms, cake
Paddington.
decorations and cake boxes.
Nicholas Durbridge believes that Pad-
Right: Product
dington will continue to be a truly
from the Steiff international character. “Around 75%
plush range
of our Paddington licensees are from
outside the UK”, he explained. “The
new publishing program in China gives
us enormous potential to develop a
program there and I have no doubt
that, through a combination of the at-
tention on the anniversary, together
with other exciting developments in
the pipeline, we will see significant
growth throughout Asia and the US in
particular.”
And the exciting developments? You will
have to wait until the next issue of Total
Licensing to find out more!
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