‘The Adventures of Paddington’ scores a host of Italian licensing deals

The Adventures of Paddington has secured its first Italian deals since launching on kids’ TV channel Rai YoYo earlier this year, helping Paddington firmly establish his presence in the Italian market. The deals were secured through The Copyrights Group’s agent in Italy, Rai Com, the wholly owned commercial subsidiary of Rai.

Edizioni Play Press will be publishing a range of magazines across a variety of formats, to be available in kiosk channels early next year.

Puzzles and games will be launching in Italy with Clementoni, in a deal that spans multiple territories across Europe from Q1 2022.

Rai Com has also renewed the agreement with Hopplà for character costume events in the Italian market. Paddington and Hopplà have had several years of successful partnership, with Paddington hosting English language workshops alongside meet and greet events and rides on Paddington’s train.

These partnerships follow the successful launch of the series on Rai YoYo, where The Adventures of Paddington airs three times daily, with audience peaks exceeding 200,000.

UNICEF will also be launching Paddington’s Postcards in Italy this October. Paddington’s Postcards offers children and families the chance to learn about other children around the world with Paddington, whilst also contributing to raising life-saving funds for UNICEF. Paddington’s Postcards is already available in the UK, Ireland, Australia and New Zealand, and Italy will be the first non-English-speaking country in which UNICEF will pilot the successful initiative.

The Copyrights Group is a full-service international IP development agency offering strategic worldwide brand development, licensing and retail expertise. Vivendi is The Copyrights Group’s parent organisation, which operates in Italy and around the world.

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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