THE COPYRIGHTS GROUP CELEBRATE PADDINGTON'S 60th ANNIVERSARY WITH A SPECIAL DIGITAL TREASURE HUNT
Paris, London, 11th October 2018 - To celebrate Paddington's 60th anniversary, as well as the development of this beloved global franchise, The Copyrights Group, who manage the licensing rights for Paddington worldwide, have developed a fun and interactive digital treasure hunt alongside a number of other Vivendi entities and Paddington partners from around the world.
Friends and families will be invited to help Paddington find a list of treasured items to start the celebration. Clues will be shared online every two days and will give access to a dedicated microsite where fans will discover a whole new universe with mini games to play to enter for a chance to win prizes. The digital treasure hunt will launch globally on Thursday 18th October on Paddington social channels and partner channels and will last ten days.
Joining from the Vivendi Group, Studiocanal and Dailymotion will host clues online and together with Universal Music Group will support the event through media and PR, as well as Gameloft, who in addition produced the dedicated mini-games.
Havas Digital Factory created the engaging digital platform, which perfectly brings to life Paddington's treasure hunt adventure, and will be supported in the promotion of the event by Organic, their sister company under Havas.
Key Paddington partners have also joined the adventure and will guide eager fans through the treasure hunt locally:
In the UK, Studiocanal and Gameloft will be joined by HarperCollins Children's Books, home of Paddington publishing for sixty years, and Butlin's who have newly joined the Paddington partners' team and will launch a special stage show in their resorts in the UK in 2019.
In the USA, Dailymotion, Gameloft, and HarperCollins Children's Books will be joined by Yottoy, the company that has been bringing Paddington to life for more than a decade through a full range of irresistible, high-quality Paddington plush and detail-rich collectible toys.
In France, Gameloft will be joined by Paddington's French publisher Michel Lafon, and two key retailers distributing a range of Paddington products: Fnac, European leader in omnichannel distribution of cultural and technological products, and Le Comptoir Irlandais, ambassador of the Irish and anglo-Saxon fine food, textile, gifts, spirits shops in France whose website was rated 2nd best purchasing experience in the fine food shopping category in 2018 by Capital Magazine.
In Germany, Studiocanal and Gameloft will be joined by Paddington's German publisher Knesebeck, and Europa Park, winner of the Golden Ticket Award for Best Amusement Park 2018, located in south-western Germany where visitors have been able to enjoy Paddington attractions since 2017.
2018 marks 60 years since Michael Bond's first book, A Bear Called Paddington, was published, which brought Paddington into the home of families the world over. Together with their licensing arm, The Copyrights Group, Vivendi have marked this milestone through new content development, live events, commemorative partnerships and merchandising, all gathered on social under the hashtag #Paddington60.