Paddington’s popularity surges among UK adults after new movie release

It’s been 65 years since Paddington the teddy bear first appeared on children’s bookshelves. Since his creation, the beloved, British-based bear has gone on countless adventures while upholding a timeless, multigenerational and cultural appeal.

“Paddington in Peru,” the most recent addition to the bear’s franchise, debuted at the UK box office November 8 and shared an even closer look into Paddington’s roots. After this record-breaking release, Paddington seems to have increasingly resonated with adults in the UK.

A new era of adventures

Paddington, who sports iconic British culture staples like marmalade sandwiches and Wellington boots, has established himself as more than a fuzzy companion. The bear embodies the British spirit by representing kindness, etiquette, and humor. 

While Paddington is seen wearing tokens of British culture, the bear’s story revolves around his immigration from Peru to London. Themes of inclusion, belonging, and home emerge throughout Paddington’s adventures, especially in this newest movie – making the film appealing to multiple age groups.

According to sales conversion funnel data from QuestBrand by The Harris Poll, UK adults familiarity (+3.7) with the Paddington brand rose after the movie release. A sales conversion funnel tracks potential customers through the purchase journey, from initial brand awareness to a customer’s decision to purchase and recommend the brand to others. Additionally, brand awareness (+2.8) and usage (+3.2) (engagement with the Paddington brand) saw a significant uptick among British adults following the release of “Paddington in Peru.”

Paddington Sales Conversion Funnel Pre Vs. Post Movie Release

QuestBrand. Base: UK adults. Pre: 9/1/2024-11/8/2024, n=2,059. Post: 11/9/2024-12/18/2024, n=1,398.

This could be due to the movie’s overall message, which addressed popular themes such as kindness, diversity, and the idea that a home can exist anywhere and in various locations. This popularity surge highlights Paddington’s ability to transcend time and appeal to modern audiences despite making his debut several decades ago.

Paddington’s next chapter

UK adults seem to agree that “Paddington in Peru” isn’t the last journey for the beloved bear. Following the third film, adults said they see the Paddington brand headed in a positive direction with a rise in brand momentum (+4.5). Momentum is a component of brand equity and tracks whether consumers think a brand is gaining or losing market share.

Paddington’s Positive Brand Momentum Among UK Adults – 12 Week Trended Average

QuestBrand. 6/1/2024-12/18/2024. Base: UK Adults, n=6,145.

This significant uptick could be due to the recent discussion of a fourth Paddington movie and a new TV series from StudioCanal. These new tales would build on Paddington’s already solid franchise of films, books, series and merchandise. Paddington has even gone beyond the big screen with his own immersive experiences in London continuing into 2025.

From stop-motion shorts to tea with Queen Elizabeth II, Paddington has added new adventures and stamps to his passport. It will be interesting to see if Paddington continues to resonate with future generations and if he will rise in popularity among more adults after the US release of “Paddington in Peru” on February 14.