Charity will use iconic bear as inspiration to promote children’s rights around the world.
Paddington Bear is to become a champion for children in support of UNICEF.
Brand owner Vivendi has secured a long-term partnership with the world’s largest children’s organisation.
The partnership’s first activations will happen in the UK, the US and Europe and are planned to coincide with the upcoming release of Paddington 2, the hugely anticipated sequel to the 2014 film Paddington, and the 60th anniversary of the first Paddington book, which will be celebrated around the world in 2018.
In the UK, Paddington will support UNICEF UK’s campaign around refugee children and will be featured prominently in UNICEF UK’s OutRight campaign, in which millions of children around the UK, learn about their own rights and become empowered to speak out in support of the rights of all children.
This year’s campaign will feature the story of the bear, who has to leave his home in Darkest Peru, and is sent to London with a label around his neck politely asking whoever finds him to ‘Please look after this bear. Thank you’.
His story will help children in the UK learn that the right to a home, to be cared for and to an education applies to all children.
Activations in the other countries will be communicated over the coming months.
Lily Caprani, deputy executive director, UNICEF UK, said: “With the help of partners like Vivendi and Paddington, we will be able to make sure that millions more people hear about children’s rights, and with their support, build a world in which every child, wherever they are, knows that there will be people like Mr and Mrs Brown, to keep them happy, healthy and safe.”
Simon Gillham (OBE), member of the Vivendi Management Board, added: “We are hugely proud that UNICEF has chosen Paddington as a champion for its campaign to promote the rights of children all around the globe.
“Paddington is the perfect example of tolerance, love and openness to other cultures, from Peru to the rest of the world.”
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