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September 12, 2022
Dreamland Baby has announced its first licensed collection with The World of Peter Rabbit during the children's character’s 120th anniversary. The range was launched under license from Penguin Ventures (the licensing team at Penguin Random House Children's) on behalf of the brand owner, Frederick Warne & Co.
The Dreamland Baby x The World of Peter Rabbit Collection includes a weighted swaddle, weighted sleep sack, weighted transition swaddle, pajamas and a fitted crib sheet.
The Dreamland Baby will also offer a weighted blanket for kids ages 3-8. Also available will be gift sets that include a classic Peter Rabbit board book.
“Beatrix Potter first introduced wide-eyed children to Peter Rabbit in the early 1900s,” says Tara Williams, founder, chief executive officer, Dreamland Baby. "And since then, the iconic brand has become a mainstay in children's nursery décor and nighttime routines. We are excited to mix the modern and the traditional and offer parents our innovative weighted products (and more) in these classic prints.”
“We are delighted to have signed Dreamland Baby in this exciting new collaboration for The World of Peter Rabbit,” says Lindsay Pearl, head, international licensing, Penguin Ventures. “Their innovative sleep products are designed to meet the needs of new parents, offering a solution-first approach in their execution and will bring Peter Rabbit to a new generation of little bunnies. A brilliant new addition to our Peter Rabbit offering in North America during the birthday year.”
The Dreamland Baby x The World of Peter Rabbit Collection is now available online at Dreamlandbabyco.com and select retailers, including Target, Nordstrom and Babylist.
Penguin Ventures is exhibiting at Brand Licensing Europe 2022. Find out more info here.
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