Peter Rabbit, Joules Partner for Kids ApparelPeter Rabbit, Joules Partner for Kids Apparel

Silvergate Media has brokered a Peter Rabbit children’s wear deal between Penguin Ventures and Joules.

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.