Jo Malone London is brewing a citrus and marmalade cologne inspired by Paddington Bear

LONDON – Paddington Bear has certainly done well. Smuggled into England with a marmalade sandwich under his red hat, he is now part of the British cultural fabric, a movie star and a loyal friend of the late Queen Elizabeth II.

More recently, it inspired a limited-edition citrusy Orange Marmalade cologne from Jo Malone London, a blend of warm woody notes and orange zest.

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In an interview, Celine Roux, fragrance director of Jo Malone London, said she wanted the cologne to balance the bitterness of the peel and pith with the warmth of orange groves and the comfort of marmalade.

“Marmalade is quintessentially British, just like Paddington. I think everyone knows how he met the Queen,” Roux said at a launch event in London. “I really did my homework for this. I went on a perfumer’s journey and tried many, many marmalades as part of my research,” she added.

The Jo Malone London x Paddington collection also features limited-edition gift sets, including one presented in a special trunk inspired by Paddington’s brown suitcase.

The orange marmalade launch is part of the brand’s annual “Just Because” summer gifting campaign. The rollout has been international, with themed installations already open in London and Seoul. Shanghai is set to open later in July.

It will be operational for two months, in July and August, including in travel sales points.

The collaboration is between Jo Malone London and Studiocanal Copyrights Group, which owns the rights to the character based on the Michael Bond books.

“It’s exciting to see the two brands come together to celebrate British heritage, as well as shared values ​​of kindness and generosity, in a campaign that so beautifully captures the essence of Paddington,” said Françoise Guyonnet, Executive Vice President of Kids Brands Studiocanal and Managing Director of The Copyrights Group, which is owned by Studiocanal.

Jo Dancey, global brand president of Jo Malone London, said Paddington was an inspiration and a true collaborator. “We had no choice but to share our fragrance with a partner, or even a marmalade sandwich for that matter,” she said.

Paddington is the focus of much attention in the UK not only for the books and films, but also for the character’s comedy sketch with Queen Elizabeth during her Platinum Jubilee celebrations in 2022, shortly before his death.

Filmed at Buckingham Palace and broadcast on the final day of the Jubilee weekend celebrations, the Queen shows Paddington that she too is carrying a large marmalade sandwich (in her Launer handbag, rather than her hat).

“For later,” she says, flashing her big smile. At the very end of the sketch, Paddington, played by Ben Whishaw, tells her: “Thank you, ma’am, for everything.”

It was a moment of intimacy – and grace – that showed how much Paddington occupies a significant place in the collective imagination here.

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