In 2017, Unicef announced a unique partnership with the iconic bear, Paddington, to help promote children’s rights around the world. As well as having the license for exciting brands, including Peter Rabbit™, Disney and Paddington Bear™.

October 2021 – Paddington, the much-loved children’s character, has teamed up with UNICEF to bring exciting opportunities for children to learn all about the lives of their peers around the world. At the end of 2019, Unicef and Paddington teamed up to create two bespoke advent calendars ready for the holiday season.The Unicef inspired gifts also included a blanket, school supplies, vaccines and more – real supplies that Unicef delivered to children worldwide. The advent calendars didn’t contain chocolate, but something much better, a daily surprise that protects children around the world! Embarking on a journey to a new and wonderful place each month, Paddington sends back story-packed postcards (and more!

Our toys are designed for maximum fun and safety, providing a range of beautifully crafted traditional children’s toys which last for years and are sure to become toy box treasures. Together with Paddington, participants can digitally build boxes of supplies including items such as scarfs, pencils, school books, toys and vaccines to send to children in danger. In 2020, a brand-new Paddington TV series designed for a pre-school audience, The Adventures of Paddington launched on Nickelodeon, introducing him to a whole new set of fans.

Paddington Bear has won love from generations of children for the past 55 years, after being created by Michael Bond in 1958. Like millions of children and families around the world, Paddington was forced to flee his home and build a new life far away from those he loved. His kindness, tolerance and perseverance in the face of adversity or marmalade-related mishaps make him the perfect champion for children.