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Paddington to head out on digital treasure hunt

Initiative will form part of character’s 60th anniversary celebrations.

The Copyrights Group has developed an interactive digital treasure hunt as part of the 60th anniversary celebrations for Paddington.

Fans 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 treasure hunt will launch globally on October 18 on Paddington social channels and partner channels and will last for 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, which produced the dedicated mini-games. Havas Digital Factory, meanwhile, has created the digital platform.

Key Paddington partners have also joined the adventure and will guide 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 60 years – and Butlin’s which will launch a special stage show in its resorts in the UK in 2019.

Activity will also be taking place in the US, France and Germany.

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