It’s been 65 years since Paddington the teddy bear first appeared on children’s bookshelves. Since his creation, the beloved UK-based bear has enjoyed countless adventures while retaining a timeless, cross-generational and cultural appeal.

Paddington in Peru, the latest entry in the bear franchise, opened at the UK box office on November 8th and gave an even closer look into Paddington’s roots. Following this record-breaking release, Paddington appears to have gained increasing traction among adults in the UK.

A new era of adventure

Carrying iconic classics of British culture like jam sandwiches and wellies, Paddington has established himself as more than just a fluffy companion. The bear embodies the British spirit by representing kindness, etiquette and humor.

While Paddington bears signs of British culture, the bear’s story revolves around his migration from Peru to London. Themes of inclusion, belonging and home emerge throughout Paddington’s adventures, particularly in this latest film – making the film appealing to multiple age groups.

According to sales conversion funnel data from QuestBrand by The Harris Poll, Paddington brand awareness among UK adults (+3.7) increased following the film’s release. A sales conversion funnel tracks potential customers throughout the entire buying process, from initial brand awareness to the customer’s purchase decision and recommendation of the brand to others. Additionally, brand awareness (+2.8) and usage (+3.2) (Engagement with the Paddington brand) saw a significant increase among British adults following the release of Paddington in Peru.

Paddington Sales Conversion Funnel Pre Vs. Post Movie Release

QuestMark. Base: UK adults. Before: September 1st, 2024 – November 8th, 2024, n=2,059. Article: November 9, 2024 – December 18, 2024, n=1,398.

This could be due to the film’s overall message, which touches on popular themes such as kindness, diversity, and the idea that home can exist anywhere and in different places. This surge in popularity highlights Paddington’s ability to transcend time and appeal to modern audiences, even though his debut dates back several decades.

Paddington’s next chapter

Adults in Britain seem to agree that Paddington in Peru is not the last trip for the beloved bear. After the third film, adults said they saw a positive development of the Paddington brand with an increase in brand momentum (+4.5).. Momentum is a component of brand equity and tracks whether consumers believe a brand is gaining or losing market share.

Paddington’s positive brand momentum among UK adults – 12 week trend average

QuestMark. June 1, 2024-December 18, 2024. Base: UK adults, n=6,145.

This significant increase could be due to recent discussion of a fourth Paddington film and a new TV series from StudioCanal. These new stories would build on Paddington’s already solid franchise of films, books, series and merchandise. Paddington has even gone beyond the screen with his films Immersive experiences in London until 2025.

From stop-motion short films to tea with Queen Elizabeth II, Paddington has added new adventures and stamps to its passport. It will be interesting to see if Paddington continues to resonate with future generations and if he will gain popularity among more adults following the US release of Paddington in Peru on February 14th.