The collection incorporates details from Peter Rabbit’s stories.

License Global

February 13, 2023

2 Min Read
The Peter Rabbit sleepsuit.
The Peter Rabbit sleepsuit. MORI

MORI, sustainable baby and toddler lifestyle brand, has launched a collaboration with the World of Peter Rabbit in a licensed deal executed by Penguin Ventures on behalf of brand owner and Beatrix Potter publisher, Frederick Warne & Co. (now part of Penguin Random House). The collection of day and sleepwear, for newborns up to 5-year-olds, is now available.  

Inspired by Beatrix Potter’s love of nature, the sleepwear range features Peter Rabbit within an all over botanical print. Key elements from “The Tale of Peter Rabbit” story feature too, including the vegetable patch goodies, the sparrows who rescued a trapped Peter Rabbit and Mr. McGregor’s watering can.  

“We’re so excited to share our latest collection, Peter Rabbit by MORI, with our customers and the world,” says Akin Onal, founder, MORI. “It has been a joy to design and to get back reading these classic stories. So many of us grew up listening to our parents read us the Beatrix Potter stories at bedtime and have such fond memories of those moments, that we are now sharing these wonderful tales with our own children. Those bedtime moments are really special and we saw an opportunity for MORI to bring Peter Rabbit to life with a unique print that is soft and sensitive like our fabrics, and playful like Peter Rabbit. Now little ones can experience the softness of MORI with their favorite bedtime story character.” 

Related:David Sprei, Penguin Ventures: Cultivating Centuries of Organic Growth

Made from MORI’s signature bamboo and organic cotton fabric, the sleepwear collection includes a zip-up sleepsuit, pajamas, long sleeve bodysuit and a front opening sleeping bag. 

The collection for daytime adventures features a collared blue cardigan inspired by Peter Rabbit’s famous jacket.    

The collection also comprises a sweatshirt with Peter Rabbit motif, bodysuit and leggings set and Peter Rabbit cardigan, bodysuit and leggings set. 

“MORI values quality, design and being able to delight families and so are the perfect partner to create this wonderful new collection of Peter Rabbit day and sleepwear,” says Lindsay Pearl, head, international licensing, Penguin Ventures. “We are so excited to be working with MORI on this worldwide launch and to be able to bring such a playful assortment of clothing to Peter Rabbit fans around the world.” 

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License Global

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