The trail, which has been launched by tourism agency Visit London in collaboration with film studio Studiocanal, has been designed to raise awareness and funds for children’s charity the NSPCC. It will feature 50 statues of the bear placed in key locations across the city, including The O2 in the south-east and Heathrow in the west, available to discover from 4 November until 30 December.
Some of the statues have been designed by actor Michael Sheen, Paddington Bear author Michael Bond, The Saturdays singer Frankie Bridge and artist Hannah Warren.
Other celebrities who have signed up to create a bespoke bear design include ex-footballer David Beckham, dancer Darcey Bussell, TV presenter Jonathan Ross and the Mayor of London Boris Johnson. The cast of the new Paddington Bear film, including Nicole Kidman, Pater Capaldi and Julie Walters, will also reveal their own statues.
Department store Selfridges has been announced as the trail’s retail partner. As well as hosting the final Paddington of the trail, the shop will sell a selection of statue miniatures from its dedicated Paddington Curiosity Shop to raise funds for the NSPCC.
Design agency 3DEye is helping to create the three foot, six inch-high statues, which will be auctioned off later in the year to raise money for the NSPCC and Action Medical Research for Children. The trail was co-ordinated and produced by creative agency Premier.
Sheen, whose design has been named ‘Paddington Shakesbear’, said: "It is such a privilege to be designing a statue for The Paddington Trail, especially as it is raising money for the NSPCC – a charity I’m proud to support. I am delighted to have been able to create Shakesbear and combine my love of the bear with my passion for the bard."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.