Produced with The World of Peter Rabbit brand guardian Penguin Ventures and available as part of the bumper spring issue of Licensing Source Book, our dedicated Peter Rabbit supplement spotlights Beatrix Potter’s mischievous bunny in a blue jacket and the wealth of creative opportunities he presents for licensing partners on a global scale.
Over 20 pages, we celebrate Peter’s enduring appeal among fans both young and old and his astonishing journey, from his first appearance in print in 1902 to his status as one of the most widely recognised and best loved literary characters of all time, with incredible 90 per cent global awareness among parents of children aged 0-6.
We burrow down into how Peter Rabbit’s natural curiosity makes him a natural fit for the outdoor play and gardening sectors, and explore the inbuilt sense of nostalgia that gives him the edge as a nursery and gifting brand. We also dig deeper into his incredible growth in overseas markets, and the important role that location based experiences have to play. And, of course, we showcase some of standout licensed products and ranges produced by The World of Peter Rabbit’s best-in-class brand partners across key categories and territories.
“With exquisite artwork, compelling stories and a gentle, natural charm, The World of Peter Rabbit has an incredible literary and licensing legacy,” said David Sprei, Penguin Ventures’ commercial director. “As we head towards two major milestones for the brand – 160 years of Beatrix Potter in 2026 and 125 years of Peter Rabbit in 2027 – we will be celebrating the heritage of the brand, as well as exciting new developments for The World of Peter Rabbit. We have a responsibility to continue honouring Beatrix’s legacy for generations to come.
“I hope this supplement inspires both our existing partners and those who would like to join The World of Peter Rabbit.”
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