Paddington is a beloved brand that originates from a series of children's books written by Michael Bond, first published in 1958. The brand centers around Paddington Bear, a kind-hearted and well-mannered bear from "Darkest Peru" who is known for his love of marmalade sandwiches and his iconic blue duffle coat and red hat. The strengths of the Paddington brand lie in its timeless appeal to children and adults alike, its embodiment of warmth and kindness, and its adaptability across various media, including animated series, feature films, and merchandise. The brand has achieved a high level of global awareness, particularly in the United Kingdom where Paddington Bear is considered a national icon, but also internationally through the success of recent films, which have introduced the character to new generations around the world.