The Copyrights Group has appointed Maurizio Distefano Licensing (MD Licensing) to manage the consumer products program for Paddington Bear in Italy.
The brand’s first feature-length film was released in November 2014 and made more than US$270 million at the global box office, US$6 million of which came from Italy.
With a Paddington Bear sequel in the works for a December 2017 premiere, MD Licensing is planning an Italian campaign focused on toys, gifts, games, confectionery and plush.
The Paddington franchise has included a number of adaptations since its 1958 book debut as A Bear Called Paddington. Altogether, more than 130 licensees have been signed on to the brand worldwide.
Earlier this month, MD Licensing announced it would develop a CP program for Toonbox Animation Studio’s preschool series Kit^n^Kate in Italy.