Chorion is ramping up its roster of merchandise partners for The World of Beatrix Potter for lines in the U.S., U.K., Australia and Asia. New agents have also been signed.

In the U.S., Pottery Barn Kids has signed up as a destination store for Peter Rabbit bedding, nursery décor, housewares and Easter products. Further product is expected to roll out in 2011. Also in the country, key performing licensed lines include EcoNatura's personal care products at Whole Foods and Peter Rabbit Organics fruit pouches at Starbucks.

A cross-category launch for The World of Beatrix Potter will launch this August at Toys"R"Us stores in Australia. Products will include infant apparel, bedding, toys, feeding items, strollers and high chairs.

Meanwhile in Europe, Copyright Promotions Licensing Group has signed on to represent the property in France, Germany and Benelux. In addition, Bulls Press will represent the brand in Scandinavia. In London, the V&A Museum will launch Peter Rabbit: The Tale of the Tale exhibition on July 3 and will run until Jan. 8, 2011. The exhibit will feature original illustrations, preliminary drawings, manuscripts and personal correspondence of Beatrix Potter. Branded merchandise will support the exhibit at retail.

Finally in Asia, a number of initiatives are planned to coincide with the year of the rabbit in 2011, as well as the 40th anniversary of the Japanese-language publication of the Peter Rabbit books. The licensing program includes a Beatrix Potter reference library, Peter Rabbit Flowers dedicated flower shop and branded protected natural reserves. Peter Rabbit was also chosen as a central theme for the International Rose & Gardening Show, which takes place outside of Tokyo.