Character to appear at new Santa’s grotto as well as switching on centre’s Christmas lights.
The Copyrights Group has secured a major brand partnership for Paddington with retail and leisure destination Bluewater for this Christmas.
In a first for Bluewater, Paddington will be appearing as a special guest as its new traditional-style Santa’s grotto, which features three experiences including a toy workshop with a 40-minute journey.
Paddington will meet over 20,000 children and their families as part of the initiative.
In addition, the character will also be switching on Bluewater’s Christmas lights on November 10.
The collaboration was launched on September 1 to coincide with the opening of ticket sales for the grotto and ice rink, and was promoted via a specially-created video shared on Bluewater’s social media channels.
The partnership sees Paddingon appearing in marketing collateral, from in-mall advertising to website banners and social media, print and outdoor advertising, branded kiddi karts and the soft play area, SPLAT.
Polly Emery, brand and marketing director at Copyrights, said: “We are thrilled to be partnering with Bluewater to offer families a special Christmas experience.
“Paddington’s appeal spans generations and we feel there are great synergies between the two brands as they both focus on delivering quality enjoyment to fans of all ages, this has already been reflected in the strong tickets sales since the launch in September.
“We are looking forward to making this unique Christmas at Bluewater something that the whole family will enjoy and remember.”
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