The new film, based on the books by Beatrix Potter, is slated to begin hitting theaters in March 2018.

Penguin Ventures and Sony Pictures Entertainment Worldwide Consumer Products will collaborate on the licensing and consumer products program for the new film Peter Rabbit.

Sony will launch a worldwide licensing campaign and has appointed Penguin Ventures’ to serve as its agent in the U.K. and Eire, Australia, New Zealand and Japan.

“We are delighted to be working with Sony Pictures Entertainment to develop the licensing and merchandising program to accompany the film and are looking forward to working with the team in Los Angeles to bring Peter to life in a brand new way,” says Susan Bolsover, head, licensing and consumer products, Penguin Ventures. “As custodians of the Peter Rabbit brand, this is a fantastic opportunity for us to take Peter’s adventures to new heights and to reach a broader family audience. And of course as Potter’s publisher, you can expect a great tie-in book range from us to accompany the film.”

The Peter Rabbit film will be based on the series of books written and illustrated by Beatrix Potter, whose 150th anniversary is being celebrated this year. The film is currently slated for worldwide release starting in March 2018.

“We are excited about the creative direction of the film as it will open up many new opportunities to create a fresh and compelling licensing program that will bring to life the world of Peter Rabbit, and friends like never before,” Jamie Stevens, executive vice president, worldwide consumer products, Sony. “We look forward to collaborating with Penguin Ventures on a worldwide campaign to engage a whole new audience.”