Paddington books installations promote new film

Large Paddington Bear pop-up book installations will feature across London landmarks ahead of the launch of the next film.

Paddington books installations promote new film

The activity takes inspiration from the film which shows Paddington discovering a pop-up book in Mr Gruber’s antique store.

Families can take part in a trail across London to visit all of the pop-ups to find out a secret word. They can use this answer to enter a competition through VisitLondon to win a Paddington-themed afternoon tea on the Belmond British Pullman train.

The activation will run for six weeks from today and has is the first major collaboration for Team Studio Canal, an integrated Havas team made up by Cake, Target, Organic, Conran Design Group and 3D-Eye.

Mayor of London Sadiq Khan launched the event this morning. He said: "London is the greatest city in the world. Here, you can be who you want to be and live the life you want to live – whether you’re a mayor who loves football, or a bear who loves marmalade sandwiches.

"That’s why I’m so happy that Paddington is supporting my London Is Open campaign, showing that we respect, embrace and celebrate our diversity as one of our greatest strengths. I hope all children visiting the capital over half term will enjoy these stunning Paddington pop ups and take advantage of all our city has to offer."