Plans are underway to strengthen the Paddington brand across the Italian market with the appointment of the territory licensing agent, Rai Com. It follows the successful launch of The Adventures of Paddington on Rai YoYo earlier this year, a channel on which the series now airs three times a day.

Rai Com is now working to build on the show’s success with the development of a full consumer product range for Paddington, Initial categories include the distribution of the Phat Mojo master toy range, kiosk items, stationery, back to school, and FMCG.

Rai joins the existing team of Paddington agents working on the brand worldwide, which includes Studiocanal for France, License Connection for Benelux, Edebe Licensing for Spain, Partner Plus for Greece, Plus Licens for Eastern Europe and the Nordics, Copyrights Asia for Japan, Global Brands Group for China and WP-Brands for Australia.

“We are thrilled to be partnering with Rai Com to develop together Paddington in Italy. The successful launch of the show is full of promises and no doubt a whole new generation is about to adopt the beloved bear from darkest Peru,” said Sophie Kopaczynski, CEO of the Copyrights Group.

The news lands in the midst of other major developments for Paddington who, it is confirmed, will star in a third feature film, with work currently underway.

News of the film was shared via Variety earlier this week and has since been met with widespread celebration by fans keen to see the latest offering.

A spokesperson for Studiocanal told the publication: “We can confirm Studiocanal is working very hard on film three with the utmost craft and care – as with film one and two.”

Previous reports state that Studiocanal will once again be teaming up with David Heyman’s Heyday Films, while Paddington writer-director said he will not be directing the third film, but will still be involved.

With its mix of live-action and CGI, Paddington has become a global box office success, with the two previous films grossing more than $280 million and $225 million worldwide, respectively.

The movies have also previously pulled in the acting talents of Nicole Kidman, Hugh Grant, Hugh Bonneville, and Sally Hawkins, while Ben Wishaw has lent his voice to the titular bear, both in the films and the television series The Adventures of Paddington, also produced by Studiocanal.

Season two of The Adventures of Paddington will air on Nickelodeon in the US this month, before rolling out to territories around the world in April.