Joules, Jumbo Games, Rainbow Designs and more will release a raft of merchandise based on the upcoming feature film.

GLOBAL–Penguin Ventures has signed on a slate of licensing partners to support its’ upcoming film Peter Rabbit in the U.K.

On the apparel front, Penguin has tapped retailer Joules for a range of children’s fashion that will launch in the U.K. and U.S.  In the U.K., TVM Fashion Lab will release daywear and outerwear; TDP Textiles and Akyroyd and Sons will produce nightwear, underwear and swimwear; Somerbond will launch nightwear; and RH Smith & Sons will create a line of dress-up goods.

In the toy category, Rainbow Designs will release a plush toy range, Jumbo Games will launch a four-in-one puzzle box set and large floor puzzle, Danilo will produce cards and calendars, Infinity Brands will create baked goods and sweets and Spearmark will launch a range of dinnerware.

Other licensees on board for the program include Redan for magazines, Phidal and Puffin for books and Galaxy Optical for eyewear.

“The response to the Peter Rabbit movie from licensees has been fabulous,” says Susan Bolsover, director, licensing and consumer products, Penguin Ventures. “We’re thrilled to have such a high calibre of partners on board who have really embraced this new adventure for Peter Rabbit.”

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