• by Sarah Mahoney  @mahoney_sarah, July 11, 2024

Jo Malone London is dialing up its British branding, launching a limited edition of Orange Marmalade, a scent created in partnership with Paddington Bear.

The Estee Lauder-owned brand concocts limited-edition flavors to encourage summer gifting, linking them to the company’s “Just Because” platform. And the inspiration for this one -- other than the considerable fan club for both marmalade and the Michael Bond-written children’s classic -- isn’t even hyping an upcoming project for the celebrity character.

“The heart of the collection is a cologne that celebrates Paddington’s favorite snack, the marmalade sandwich, usually hidden under his hat,” a Jo Malone spokesperson tells Marketing Daily via email, “rather than being particularly linked to upcoming film, TV series or book.”

An adorable video highlights some of Paddington-and-friend's antics with a delayed train journey, promoting the scent in the U.K. “A childhood favorite and now our latest collaborator, Paddington conjures up cherished memories of fun-filled summer trips by train, exploring the British countryside and coastline — always with a picnic in tow,” says Jo Dancey, global brand president, in the announcement.

While Paddington’s primary appeal stems from his love of sweets and tendency to see the best in everyone, the company says the scent offers a “refined take” on his personality. The recipe stems from Britain’s beloved marmalade, blending warm woods with orange zest to create a “golden” fragrance.

The fragrance is available in some of Jo Malone’s free-standing stores and at Neiman Marcus, priced at $165 for large 100 ml -bottles and $85 for 30 ml. There is no media support in the U.S.

In the U.K., however, the new fragrance is also being packaged in gift sets designed to look like picnic baskets, combining it with other gifting classics, like English Pear & Freesia Hand Cream, Wood Sage & Sea Salt Body & Hand Wash and Lime Basil & Mandarin Travel Candles.