Peter Rabbit, Joules Partner for Kids Apparel

The 22-piece collection includes clothing, rainwear and footwear items suitable for babies and children up to age 6. Each piece in the line is a combination of illustrations from the classic children’s book series and Joules’ signature floral print.

“We’re incredibly proud of the new

Peter Rabbit

Collection that Joules is launching this summer,” says Thomas Merrington, creative director, Penguin Ventures. “As a much-loved lifestyle brand inspired by the British countryside, Joules’ mission to make the ordinary extraordinary chimes with the values of

Peter Rabbit

and we’re delighted to bring the character’s brand of mischief to Joules customers.”

The new collection follows on Silvergate Media’s previous partnership for the

Peter Rabbit

brand such as its deal with the

Le Meridien Piccadilly Hotel

.