Paddington Bear arrived in Ashby on Wednesday - but how and why did he come to be sitting on a town centre bench?

His appearance is connected with the new Paddington movie - Paddington in Peru - out on November 8.

But there was still a lot of work to do to get him to come to Ashby.

There are several bears spread across the UK - but this is the smallest town to get one.

Ashby's Deputy Mayor, Cllr Damilola Ojuri, unveiled the Paddington statue on Wednesday afternoon.

It was Ashby BID that pushed for a Paddington in the town.

He ended up at the Ashby Spa WI Garden in Market Street - and Britain's favourite bear is here to stay, marmalade sandwich and all.

The Paddington that has been given to Ashby is intended to be a permanent fixture - and one that is designed not only for the benefit of the town's residents.

Ashby Town Centre Manager, Stuart Benson, alongside Paddington

Ashby BID wants to encourage tourism to the town and hopes that visitors to the area will come and have their photographs taken with Paddington.

Ashby Town Centre Manager, Stuart Benson, told Nub News it was something of a coup to get the Paddington statue here.

He said: "It was a BID initiative, the bench he's sat on has a QR code and you can scan that to follow the trail of other Paddingtons across the country if you want.

"I'd say Ashby is the smallest town to get one - we are so thrilled that we were chosen.

"Most of the places are big city centres. But we see it as drawing tourism to the town centre.

Local children have been having their photo taken with Paddington

"This is the whole point of the BID, generating additional footfall, this is one of our achievements, getting more people to come and see the town."

The Paddington trail organisers approached Ashby originally - and it was the fact that the town had a BID that put them in with a chance.

Stuart added: "I saw the opportunity and snapped their hand off. Is it a coup? It really is. This is something that should be here permanently.

"I want people to come and take photos, then tag Love Ashby and Ashby BID into their posts."

The positioning of the Paddington statue is so that it is easier for visitors and families to visit and have a 'selfie'.

But it is also aimed at giving the area of Market Street - which is away from the busier end of town - a higher profile.

The QR code allows visitors to view the Paddington Trail

Deputy Mayor, Cllr Damilola Ojuri, unveiled the statue on Wednesday afternoon on behalf of Ashby de la Zouch Town Council which allowed Paddington to take his place.

She said: "We're really excited to have Paddington in Ashby.

"Ashby's an historical family town, and we're all hands on deck to improve community spirit.

"We welcome Paddington to our community and we hope he enjoys residing in our town.

"We're honoured to have a guest who had tea and a marmalade sandwich with Her Majesty The Queen.

"I'm sure kids can't wait to sit on the bench and enjoy a marmalade sandwich with Paddington.

"Now, I'm looking forward to watching Paddington in Peru with my family."

The Town Centre Manager added: "On behalf of the businesses within Ashby BID we are delighted to unveil the new Paddington Bear bench in Ashby de la Zouch. 

"We're looking forward to seeing residents and visitors alike enjoying a natter with the world-famous bear from Peru. 

"This is a great tourist attraction, and we are so pleased to be part of the UK and Ireland trail. A special thank you to Ashby de la Zouch Town Council who kindly granted us permission to install the bench at the top of Market Street. 

"Hopefully the bench will become a focal point of the town and create lasting memories for years to come."

Organisers Studiocanal said: "Launched as part of Paddington Visits, a trail of Paddington Bear statues across the UK and Ireland to celebrate the forthcoming release of Paddington in Peru, arriving in cinemas on November 8, Paddington took a seat on a bench in Ashby Spa WI Garden's and was immediately embraced by the local community, with passers-by stopping for selfies.

"Ashby de la Zouch is one of 23 locations taking part in Paddington Visits, a trail which will see the special statues appearing in cities, towns, and beauty spots all over the UK and Ireland. 

"People in Ashby de la Zouch buzzed with excitement as they gathered to welcome Ashby Spa WI Garden's newest neighbour: a meticulously crafted and painted statue sporting the wise bear's signature red hat, blue duffle coat, and, naturally, a marmalade sandwich in paw. 

The Ashby BID team at the Paddington Bench

"Families and children can embark on an adventure to find their local Paddington, with locations ranging from John O'Groats to Land's End, Westport Co. Mayo to London, and, of course, a very special stop in Newbury, the hometown of Paddington's creator, Michael Bond. 

"With Paddington coming to towns, cities and beauty spots, Studiocandal has teamed up with Ordnance Survey to help intrepid explorers discover Paddington in various locations in the UK and Ireland, head on over to Ordnance Survey's website to learn more."