“With an incredible legacy that has endured since 1902, we wanted to use this milestone for the brand to celebrate Peter Rabbit’s continued relevance and resonance with today’s families,” says Izzy Richardson, global director, owned brands, Penguin Random House Children’s. “Our ambitious, year-long series of birthday celebrations will enable us to connect parents, young children and fans with The World of Peter Rabbit, helping to continue Beatrix Potter’s legacy for a new generation. Through new immersive experiences, digital and social content, consumer products and publishing, everyone is invited to celebrate with Peter in 2022.”
Penguin Ventures has also confirmed a program of experiential activations in the U.K., offering families immersive events throughout the year. A new Peter Rabbit Story Time Trail will launch in March, touring libraries and gallery spaces across the country, with venues booked up until July 2023 offering little ones the chance to step into “The Tale of Peter Rabbit.” Meanwhile the first Peter Rabbit-themed entertainment parties will launch in 2022, in a new deal with children’s party entertainers, Captain Fantastic, combining party games, magic and plenty of Peter Rabbit’s trademark mischief.
In addition, “Happy Birthday Peter Rabbit,” a new stage production will launch at the World of Beatrix Potter Attraction in the Lake District next summer. The show encompasses music, puppetry and live action.
Outside of the U.K., celebrations will include a major touring exhibition of Potter’s original Peter Rabbit artwork in Japan with exhibition partner Toei, marking the first time the collection will have left the U.K. The exhibition will tour three major cities from March to November and will be supported by a national media campaign.
A new permanent Peter Rabbit English Garden will open at Fuji Motosuko Resort in a deal brokered by Sony Creative Products with Fujikyuko. The attraction will include a café, shop and museum. A new Japanese publishing partner, Hayakawa, has also been confirmed, reflecting Penguin Random House Children’s strategy to bring the World of Peter Rabbit publishing to family audiences in this key territory for the brand.
In Australia, a collectible 120th anniversary stamp pack, produced by Australia Post, will consist of 12 commemorative stamps. The pack will be available in around 1,000 Australia Post stores across the country. Plush partner, Jasnor, will be launching a range of a special-edition Peter Rabbit plush to commemorate the anniversary.
“The birthday moment presents a fantastic opportunity for both our existing licensees as well as new partners in the U.K. and other key international territories,” says Susan Bolsover, global licensing and consumer products director, Penguin Ventures. “We have been delighted with the way in which licensees, promotional partners and retailers are supporting this milestone moment, helping create memories for existing and new Peter Rabbit fans alike be that through products, experiences or events and there is much more to look out for in 2022!”
Penguin Random House Children’s will also launch a range of commemorative publishing throughout 2022 including a picture book edition of “The Tale of Peter Rabbit,” featuring Beatrix Potter’s original text and iconic illustrations. This large new format will help new readers discover Peter at his most adventurous. “The Tale of Peter Rabbit” will be released in picture book format in April 2022, supported by a creative and high-profile publicity and marketing campaign.
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