Peter Rabbit Apparel Hops into Joules

Joules will highlight Beatrix Potter’s classic characters ahead of the film’s U.K. release on March 16.

EUROPE–Penguin Ventures and Sony Pictures Consumer Products have tapped the British lifestyle brand Joules to launch an exclusive apparel collection based on the upcoming film Peter Rabbit.

The children’s apparel collection aims to capture the nostalgia of Beatrix Potter’s illustrations through new, hand-drawn illustrations of Peter and his friends. The range includes a denim jacket, raincoats, rain boots, tops, bags and more.

"To celebrate the release of Peter Rabbit, we’re delighted to have collaborated on the official collection that’s bursting with character and mischief,” says Tom Joule, founder and chief brand officer, Joules. “As a lifestyle brand, we value time with family and creating quality moments, as well as being outdoors. So, working with such iconic characters that not only embody those traits but also our British heritage is something we are thrilled about!”

The new apparel line, which launched this month, is available at select Joules stores and online at

"We are thrilled to have collaborated with Joules on this fantastic collection for Little Joule, which is the first Peter Rabbit movie licensed range to launch in the U.K.,” says Jen Greenway, category manager, soft lines, Penguin Ventures. “We are exceptionally proud that Peter Rabbit is the first licensed character range for Joules and can’t wait to see the response from consumers.”

Peter Rabbit is set to hop into theaters across the U.K. on March 16.