Peter Alexander and Paddington

an exciting Australian adventure

Paddington has always had a strong presence in Australia. The little bear is well known through Michael Bond’s novels and the success of the films. The full range of classic Paddington books is published by Harper Collins and we’ve worked on continuous product placement in high-end and specialist retail in the territory.

In 2020, Paddington and Peter Alexander launched their first partnership in Australia and New Zealand. Peter Alexander Sleepwear is a prestige lifestyle brand that is both aspirational and affordable. They offer collections of designed sleepwear, loungewear and more in retail stores, online and on catalogue.

Every year, Peter Alexander creates limited-edition collections for a small selection of brands, based on trends within the Australian market. We were really excited to see the Paddington x Peter Alexander range come to life, as each year the announcement of a new collection generates significant press and consumer interest. The collection was part of their English Garden theme and featured sleepwear for the whole family, from baby rompers to men’s nightwear.

Designing the collection

After looking at the illustrated movie and classic guides, Peter Alexander chose to focus on Peggy Fortnum, the first illustrator of Paddington books.

The team decided to take the classic graphics and to apply their own colour work, before adding them to fresh patterns and backgrounds. They worked closely with the Copyrights Group’s creative team to design their own elements. Thanks to efficient communication throughout, Peter Alexander created a multi-generational and multi-gendered collection whilst having fun with our bank of assets.

More about the collaboration

The deal was brokered by WP-Brands, Paddington’s agents in Australia. Thanks to the visibility and success of the Peter Alexander range, WP-Brands are now in conversation with several mass-market retailers who are keen to bring Paddington in store.

Although the range launched just as retailers were closed in Australia due to COVID-19, the collection was a success thanks to Peter Alexander’s online presence.

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