LICENSING NEWS

M&S presents Paddington & the Christmas Visitor advert

Published on: 8th November 2017

Retailer teams up with Vivendi-owned companies Studiocanal and Copyrights to create festive ad campaign.

Paddington is unveiled as the star of the Marks & Spencer’s Christmas Campaign for 2017, launching with the hashtag #LoveTheBear. The advert, Paddington & the Christmas Visitor, which launched on YouTube Tuesday 7th November, is a festive, family focused tale that tells the story of how everyone’s favourite bear, Paddington, unknowingly saves Christmas for his friends and neighbours.

The advert has also been turned into a storybook, with all profits being donated to the NSPCC to help fund its vital Childline service over the Christmas season. To encourage sales of the book, M&S will also host a series of book readings for children at stores around the UK – starting at its flagship Marble Arch store on Friday 10th November.

M&S will host a dedicated Paddington shop within their kidswear department as part of the Christmas campaign. Bespoke Paddington signage will lead customers to the shops within the top 78 stores – with over 90 themed products being sold across the store, including Paddington’s favourite marmalade which will be available in M&S Foodhalls.

Finally, the retailer will bring Paddington’s iconic character to life for customers in a fully integrated cross channel campaign. The much-loved bear will take part in an interview for M&S’s content hub Style & Living and there will be downloadable festive marmalade recipes suitable for all the family. Underpinning the entire campaign will be social support encouraging customers to #LoveTheBear.

RECENT ARTICLES

TRA’s Toy of the Year Awards winners announced

Wow! Stuff flashes to the beat with new Chibies

VTech to launch green ELPs as part of ongoing sustainability commitment

Missing Toy Fair? Toy World’s January issue has the industry covered

Fears grow of major price rises due to increased shipping costs

Exclusive: Standing up to Amazon – a successful trading terms strategy

Inventor Adam Borton seeks students for Toy and Game School

BTHA celebrates 2020 toy trade Superhero Awards

The Lego Group launches Lego Bygge Hygge

Exclusive – You are invited: suppliers present virtual showrooms