Not Even Paddington Is Safe from Royal PR
Monarchists co-opted Paddington to humanise the monarchy and soften its image. Why?
1/6/20262 min read
It's not sabotage in the literal sense — it’s symbolic repurposing. For many republicans, it feels like they hijacked a beloved bear for PR.
Paddington was featured in a surprise skit having tea with Elizabeth Windsor.
It was charming and funny on the surface — he offers her a marmalade sandwich from his hat; she pulls one from her handbag.
The moment went viral. Emotional. Gentle. Calculated.
This was part of a broader monarchy strategy: use nostalgia and pop culture to buffer against criticism.
It works — Paddington is deeply loved, non-political, kind, funny, and British in a way that feels good.
For critics of the monarchy, it’s frustrating because of:
Emotional Hijacking
Paddington stands for kindness, humility, multiculturalism — values often at odds with the monarchy’s history.
Using him as a mascot for royal warmth manipulates those emotional associations.
Brand Whitewashing
The monarchy got to bask in Paddington’s glow, without earning it.
A fictional refugee bear being used to promote an imperial institution? That’s... ironic.
Media Obsession with Pageantry
Instead of meaningful discussions about monarchy, we got endless memes of the Elizabeth and Paddington tapping spoons.
It turned state propaganda into something “adorable.”
So Why Did Monarchists Do It?
Because it works.
In PR, emotion beats logic. Paddington makes the monarchy seem harmless, even lovable.
It softened Elizabeth’s final months with a universally beloved image, dodging hard questions about legacy, inequality, colonialism, etc.
What Can Republicans Do in Response?
1. Reclaim Paddington’s Roots
Remind people: Paddington is a refugee, displaced by trauma, taken in by a family — not a palace.
He stands for decency in spite of power, not because of it.
2. Use Counter-Memes & Art
Flip the imagery: Paddington walking away from Buckingham.
Caption: “Thanks for the tea. I prefer democracy.”
3. Expose the Contrast
“Paddington: displaced by crisis, welcomed by strangers.”
“The monarchy: enriched by empire, guarded by walls.”
Monarchists didn’t ruin Paddington — but they used him. And for a bear whose story is about compassion from the bottom up, not power from the top down, that feels like a betrayal of what he actually represents.
It turns out that the Royal Family have long used moments of pop culture, national sentiment, and even crisis as opportunities for good PR. Here are some notable examples where they’ve latched onto things for a bit of a public image boost:
The 2012 London Olympics
Remember Elizabeth’s surprise James Bond cameo? That skydiving sketch with Daniel Craig was cheeky and brilliant. It helped portray her as in on the joke, a good sport, and a bit of a legend. A PR win for the monarchy amid a global audience.
David Attenborough Collab
Charles teamed up with David for climate-related content, and later William launched the Earthshot Prize. Tying themselves to the UK’s most beloved naturalist and environmental efforts gave a progressive sheen to the Firm.
Bake Off + Jubilee Crossovers
During the Queen’s Platinum Jubilee, even The Great British Bake Off got roped into the royal circus. Commemorative puddings, bunting everywhere, and “Platinum Pudding” contests. National pride and sponge cake: textbook feel-good branding.
Basically, if it's beloved by the public or tied to British identity, odds are the Royals have found a way to stand next to it, smile, and let some of that goodwill rub off. It is up to us to call them out for it!