The iconic bear inspired a partnership between Vivendi and UNICEF to promote children’s rights around the world.

Vivendi, who took full ownership of the Paddington brand worldwide in 2016, and UNICEF, the world’s largest children’s organisation, today announced a long-term partnership that will see Paddington, the most widely recognized and beloved children’s literature characters, becoming a champion for children, and furthering UNICEF’s goal to promote the rights of children all around the world.

The partnership was borne out of recognition by both organisations that the values exemplified by Paddington of kindness, tolerance, and perseverance in the face of adversity, or marmalade-related mishaps, make him the perfect champion for children’s rights.

The partnership’s first activations will happen in the UK, the USA and Europe and are planned to coincide with the upcoming release of Paddington 2, the hugely anticipated sequel to the 2014 film Paddington, the mobile video game Paddington Run, and the 60th anniversary of the first Paddington book, which will be celebrated around the world in 2018.


>> See the press release here.