Peter Rabbit is Announced as First License for My 1st Years by Penguin Ventures

This marks the first time My 1st Years will work with a licensor on development.
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License Global

November 16, 2021

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My 1st Years has partnered with The World of Peter Rabbit to develop a direct-to-retail range in a deal executed by Penguin Ventures on behalf of Frederick Warne & Co. (owner of The World of Peter Rabbit brand and part of Penguin Random House). 

Following the success of the print-on-demand personalized product range featuring Peter Rabbit from official licensees, My 1st Years will now develop a direct-to-retail range to expand their offering of bespoke products.   

This is the first time My 1st Years has worked directly with a licensor on development.  The cross-category offering will include apparel and fashion accessories from Dennicci; nursery and homeware; stationery and gifts, all of which can be personalized by consumers and ordered directly online.  

“Our direct-to-retail for print on-demand and personalized products with My 1st Years is not only a fantastic addition to The World of Peter Rabbit licensing family, but will provide gifters with a great opportunity to purchase something

truly unique for even the littlest of Peter Rabbit fans this Christmas,” says Susan Bolsover, global licensing and consumer products director, Penguin Ventures. “We are proud to support an incredibly entrepreneurial and homegrown business whose extensive experience in the U.K. baby and infant market means Peter Rabbit is in great hands.”  

“We have been delighted with the response to the Peter Rabbit licensed products that we currently personalize and so decided to grow the range by developing our very own licensed products,” says Amy Weaver, head, buying, My 1st Years. “As newcomers to the world of licensing, My 1st Years is thrilled to be working with Penguin Ventures on a brand as established and as well-loved as Peter Rabbit.  We can’t wait to share the new range which is designed and personalized at our U.K. studio in Northampton in time for customers this Christmas!”  

The new range will be available before Christmas directly from


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