Paddington, the bear that launched beloved books and a hit movie, is set to roll into Europa-Park, the large seasonal theme park in southwestern Germany, around the Christmas holiday. The announcement was made Wednesday on the second day of Brand Licensing Europe, the pan-European showcase, just a few weeks before the Nov. 10 opening of “Paddington 2” in the U.K.
Vivendi-owned Copyrights Group, which represents merchandise licensing for Paddington Bear, made the deal with MackMedia on behalf of Europa-Park. Paddington will be a central figure of the England-themed part of the park, with a dedicated section, including a shop. The brand’s presence will also include a VR Ride.
A 30-minute Paddington ice show will also launch at the park next spring and will run through the fall. The action-packed ice show will go on tour across Germany.
Lucien Boyer, chief marketing officer at Vivendi, said the company “looks forward to launching Paddington’s very first ice show on time to celebrate his 60th anniversary in 2018 and to announce many more events and activities around Paddington as part of this long-term partnership in Germany.”
Michael Mack, CEO of MackMedia, said: “In today’s era of digital disruption, one of our success factors is still being flexible and adaptable….Thinking about how to define ‘digitization’ in the context of Europa-Park and MackMedia, I would tend to say that it´s about creating a digital world of adventure which delivers emotional moments visitors have known and appreciated from Europa-Park.”
A first mobile game called Paddington Run will also be launched worldwide on all platforms at the end of October.