JoJo Maman Bébé expands Peter Rabbit collection

Following on from the success of the first range back in 2017, baby and preschool retailer JoJo Maman Bébé has revealed a new Classic Peter Rabbit babywear collection.

The latest collection has been produced by Paul Dennicci and is designed and sold exclusively by the retailer.

It includes a line of five soft cotton sleepsuits and hats featuring traditional prints based on its ‘London’ and ‘Magical Forest’ themes inspired by Beatrix Potter’s timeless illustrations.

The retailer now has over 40 Classic Peter Rabbit products available to its customers including apparel, toys, books, homewares, gifting and accessories.

The Peter Rabbit apparel range has also been integral to the launch of JoJo Maman Bébé in the US.

The deal was secured by Silvergate Media on behalf of Penguin Ventures.

“We are delighted to be continuing our collaboration with such a beloved heritage licence,” said Mel Brown, design and buying director at JoJo Maman Bébé. “Our customers adore Peter Rabbit and respond well to the traditional values associated with the stories.

“We feel honoured to bring our own unique touch to the beautiful assets and timeless characters and to be part of the story ourselves.”

Thomas Merrington, creative director at Penguin Ventures, continued: “We’re incredibly proud of the Peter Rabbit collaboration with JoJo Maman Bébé.

“The partnership is a great example of how we can work with individual retailers to create bespoke collections while also expanding opportunities for our partners cross-category to enhance the offering for parents and gift givers.”

The new collection builds on the continued success of Paul Dennicci’s Peter Rabbit apparel lines across the market, which has seen retailers including Mothercare and Sainsbury’s expand their offering and an ongoing partnership with Marks & Spencer.