Penguin Random House U.K. has announced a series of brand activations for “Peter Rabbit,” offering families’ opportunities to come together this winter as lockdown restrictions lift in the U.K.

A dedicated partnership with the National Trust will see a series of “Peter Rabbit” Winter Activity Trails launch in 90 National Trust places across the U.K. this December. The trails will offer families nature-themed activities in beautiful outdoor settings, whilst a range of “Peter Rabbit” gifts will be stocked at all National Trust gift shops and available online. 

The partnership will bring “Peter Rabbit” to the Trust’s family audience with an expected 1.7 million visitors accessing the trails this winter.

A series of digital activities will also be available at a dedicated “Peter Rabbit” area on the National Trust website. Activities including festive storytelling and audio clips from the recently released “Beatrix Potter: The Complete Tales” and activity sheets aimed at supporting partners across the “Peter Rabbit” brand will be promoted to the Trust’s combined social media following of 2.7 million followers.  

“Penguin Random House U.K. has worked in partnership with the National Trust for many years to protect Beatrix Potter’s legacy in the Lake District,” says Izzy Richardson, global brand director, PRH Children’s Owned Brand. “We are so excited that our partnership can now bring the adventures of Peter Rabbit and friends to National Trust supporters and their families in an entirely new and immersive way.  The trails will place Peter in some of the most beautiful outdoor spaces in the U.K. and offer families the opportunity to create memorable experiences together this winter.” 

The trails and digital campaign use the festive illustrations from a brand-new book, “Peter Rabbit: Christmas is Coming” which provides a story and an activity to share, every day throughout December.  An influencer campaign to promote this new book is currently underway with seven influencers. New content will be posted every week, as part of the ‘Festive Fridays’ campaign.

In addition, Penguin Ventures (the licensing team at Penguin Random House) has worked with Eskimo Jo for the third year running to launch an official Peter Rabbit Christmas Grotto.  The immersive experience will launch at Centre MK this December with “Peter Rabbit” and friends, welcoming back families as the shopping center reopens this month.

“This is the third year into our partnership with Eskimo Jo & Vibration Music Ltd following two sell-out Peter Rabbit grottos at intu Trafford Centre,” says Thomas Merrington, creative director, Penguin Ventures.  “Together we have created an incredibly atmospheric and theatrical, interactive grotto.  The cozy rabbits’ burrow and opportunity for children to get involved with crafting, is the perfect way to evolve ‘Peter Rabbit’ for Christmas family audiences.”