Saturday 11 June 2022 11:22 PM Paddington's cuppa with the Queen could be worth £200million in publicity trends now

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It was a skit that charmed the world. But the Queen's touching Jubilee film with Paddington could be worth as much as £200 million in free publicity to those behind the cuddly little bear from Peru.

Hollywood insiders say that the two-and-a-half-minute clip, which opened the Platinum Party at the Palace and whose existence was kept secret even from senior Royals – has sparked 'massive' interest in the classic children's character.

A senior executive at Walt Disney Studios said: 'Everyone has been buzzing about Paddington since that sketch.

'As soon as it aired the phone lines were burning up with executives wanting to know how to sign Paddington.

'Of course people in Los Angeles know who he is, but that was a sketch that was seen around the world. You can't buy that sort of publicity.

'Paddington was beloved before but now he's iconic. The two films did really well but this has taken Paddington to a new level. That skit was probably the most memorable moment of the Jubilee.'