As well as the beloved bear getting his own successful film franchise, with the second film to be released in a months time, Paddington has now partnered with UNICEF. Paddington Bear will now stand as a champion of Children for the organisation. As the world’s leading organisation for the rights and protection of all children, UNICEF will now have a furry ally in their worldwide mission to reach every child in need.
Vivendi, the global content group and owner of the Paddington Brand announced last month a long-tern partnership with the iconic bear. He will be used as a champion for children and help in UNICEF’s goal to promote the safety and security of children across the world. The young bear will first be seen in his home the UK, as well as the USA and Europe. He will then go on to be featured in other regions in the following months. His activation will coincide with the release of Paddington 2, the highly anticipated sequel to the 2014 hit. His activation will also kickstart the sixtieth anniversary of the release of his first story.
Here in the UK Paddington will support UNICEF’s campaign for refugee children. He will also play a key role in their OutRight campaign where children learn about their own rights. The campaign aims to empower children to speak out on issues that involve them and understand their rights to be cared for and educated.
Paddington first appeared in 1968, written by Michael Bond. The story of a young talking bear sent to London from Darkest Peru to find a new home, instantly resonated with audiences. Arriving at Paddington Station with a note around his neck asking whoever finds him to, ‘Please take care of this bear, Thank you’. He is taken in by the Brown family, who name him Paddington, after where they find him. His lessons of kindness, tolerance and taking in those in need are not only very relevant today but are in clear unison with UNICEF’s goals.
Simon Gillham (OBE), member of the Vivendi Management Board, stated: “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.”
Paddington 2 is in cinema November 10th and he will join the UNICEF campaign later this year as well. If the trailers were not enough to interest you, how about these new adorable character posters?