Brand Realisation

A huge cast of actors, ASM’s tech teams ensure that the 70-minute experience is loved by every guest. Individual needs are taken care of and the experience is fully accessible to wheelchair users.

Our neurodiverse guests can enjoy all elements as we have created moments throughout the experience that can be adapted to the requirements of all of our guests.

The primary objective was to create the greatest licensed family entertainment experience in the world and put it in one of the most iconic buildings in London whilst always maintaining the brand ethos of ensuring everything we do is done with kindness, generosity and understanding.

The reviews and responses across all ages indicate that the objectives are being met. Every element of the Paddington Bear experience has been designed to ensure guests can have a first-class experience.

From retail at Mr Gruber’s Antiques through to the last free roaming space where bespoke F&B can be purchased. No Paddington Bear experience would be complete without our marmalade sandwiches.

The marmalade festival takes place in a spectacular 3 story high version of Windsor Gardens and families are able to stay and enjoy the space for up to an additional hour after the full 70 minute curated experience. Once again we wanted there to be enough family friendly touchpoints for everyone and this space has outperformed our expectations.

Working with Copyrights we quickly understood that whilst the LBE rights we had secured were based on the Paddington films, we had to appreciate the history of Paddington Bear across all the different media, publishing, TV, film and licensing.

The brand also appeals to a very broad cross-generational audience who all need to be entertained and wowed at the same time. We have created tasks and challenges that work for our youngest and oldest audience members and increase in complexity to ensure all ages are engaged and entertained.

Creating a walk-through immersive experience in a Grade II* listed building proved a huge but incredibly exciting challenge for us. Bringing the world of Paddington across 3 floors and 26,000 sq ft in a very specific floor plan and ensuring guests of all ages and access requirements can be fully immersed is one of our biggest successes.

This alongside answering the question ’How and where do we actually show the talking Bear?’ has meant our incredible creative team needed to embrace these challenges and overcame this in a truly successful manner.

Recreating the jungles of Peru using as much authentic flora and fauna also proved to be challenging. But we’re very proud that over 70% of the actual trees located in the jungle are real. In addition, we have created fibreglass trees to hide columns and pillars cast from actual trees too. All of this gives a sensory and auditory surprise to our audiences.

The attention and level of detail we have expended on this experience is world class. We have created, in the heart of London, a new standard in licensed experience that is both unique in quality and theatricality.