TOTAL LICENSING
Buffalo Private Label for children’s and Festival for �hich Paddington is the
ladies socks, Kinnerton for chocolate patron. In addition, World Book Day
confectionery, Leapfrog Toys (UK) �ill feature Paddington in March and
for touch pad reading, Mc�ambridge other events are planned to keep Pad�
Group for party cakes, Pobjoy Mint dington in the public eye during his
for collector coins, Signature Publish� birthday year and beyond.
ing for a pre�school activity magazine Of course the latest ne�s to af�
and SPG Toys for personalised Pad� fect Paddington is the sale of The
dington plush �ith three songs and �opyrights Group to �horionhorion Ltd.
a personalised alarm clock �ith Through the acquisition, �horion
a �ake�up song. and �opyrights �ill together
At the same time, �opyrights represent one of the most
signed a �orld�ide licensing comprehensive portfolios of
agreement �ith computer classic licensing and merchan�
games publisher Blast Enter� dising brands in the �orld and
tainment to develop and publish Pad� expands �horion’s portfolio of
dington Bear games for Playstation 2. classic British brands – a port�
The deal �as brokered by �opyrights’ folio that already included The Mr
ne� media consultants, AT Ne� Me� Men and Noddy.
dia. As �e go to press, �opyrights report
“The superb graphics of the PS2 plat�
“But Unilever �ere incredibly creative
business as usual at their Banbury,
form and the adventure theme of the
and the deal �as struck that �ill see
UK headquarters but are delighted
games �ill bring Paddington to life for
Paddington promote Marmite across
that �horion’s chairman is said to be
a ne� generation across the �orld,”
all advertising media for the next
passionate about the state of British
continued Karen Addison. “AT Ne�
t�elve months”.
television – a factor that �ill no doubt
Media has helped us enter the ne�
The first phase of activity launched in
assist them in gro�ing their classic
media games and content market by
September �ith a TV ad campaign to
Paddington program.
securing a number of licensing op�
launch the ne� squeezy Marmite pack�
A major focus for �horion �ill be the
portunities for our clients,” she con�
aging. Vie�ers sa� Paddington about
expansion of the �opyrights’ brands
tinued, “and the entry of Paddington
to eat a marmalade sand�ich �hen
in key international territories, includ�
Bear into the console market through
a bus drives past advertising squeezy
ing the �orld’s t�o biggest markets:
this agreement brokered by the AT
Marmite spread, inspiring him to try a
North America and Japan.
Marmite sand�ich. Settling on Mar�
As Karen Addison concluded, “Our
mite and cheese, �hich he finds ‘really
principles and licensees are happy
rather good’, Paddington feeds a piece
�ith this ne� development, so much
of the sand�ich to a pigeon that lands
so that some of our longer running
nearby. Playing on Marmite’s advertis�
licensees have recently returned to us.
ing catch line of ‘you either love it or
It can only bode �ell for the future”.
hate it’, the bird hates the taste and
flies off.
�ommenting on the deal, �heryl
�alverley, Marmite Brand Manager
at Unilever UK Foods said, “We are
really excited to be �orking �ith
Brands division of AT Ne� Media is
Paddington Bear. Both the Marmite
one of many interactive initiatives �e
brand and Paddington Bear are Brit�
are �orking on”.
ish institutions and have broad appeal,
Of course a major deal for Padding�
transcending generations. Both also
ton �as his signing for an advertising
bring back �arm nostalgic childhood
campaign for Marmite.
memories. What better �ay to inspire
Karen Addison takes up the story.
the nation to try something differ�
“This �as a perfect match really
ent.”
although, �hen �e �ere first ap�
Bringing the story right up to date and
proached by Unilever, everybody �as
preparations for the 50
th
anniversary
very anxious about protecting Pad�
are �ell under�ay. In addition to ne�
dington’s image – particularly as he
licensed products, the character �ill
had al�ays been associated �ith mar�
feature in a number of high�profile
malade”.
promotions including the Marmalade
65
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128