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‘Peter Rabbit’ Licensing Portfolio Hops to China

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Penguin Ventures and CAA-GBG have announced new deals for the “Peter Rabbit” brand.

Penguin Ventures and CAA-GBG, the licensing agent for classic “Peter Rabbit” in China, has announced that they have broadened the Peter Rabbit licensing program in China with collections by Twinings and Prich.

Both CAA-GBG and Perguin Ventures are exhibiting at Festival of Licensing, the month-long virtual celebration of the global licensing industry, which takes place online Oct. 6-29. It’s free to register and attend via www.festivaloflicensing.com.

“We are delighted to be launching these two fantastic new collections for Classic ‘Peter Rabbit’ in China,” says Susan Bolsover, licensing and consumer product director, Penguin Ventures. “The brand values of both Twinings and Prich match Peter perfectly. It has been a real joy to see not only the product, but also the creative campaigns come together in collaboration with the CAA-GBG China team, who have done a fantastic job in nurturing these relationships.”

In a new partnership with Twinings China “Peter Rabbit,” along with seven other of Beatrix Potter’s characters, will be brought to life across a range of tinned teas, gifts, travel sets and tea accessories. The initial range of eight items was launched in China in June through Twinings official Tmall flagship store and additional products were made available in August and October. While the focus of the collection is online it will also be rolled out into hypermarkets, supported by dedicated “Peter Rabbit” in-store displays.

“Over the past three centuries, Twinings has become synonymous with a great cup of tea for consumers all over the world and it has long been recognized as the finest purveyor of tea in England,” says Charlie Wang, brand manager, Twinings China. “Twinings consumers pursue a graceful delicate lifestyle. As of today, Twinings exports to 115 countries and produces more than 600 different tea blends. We believe this luxury tea brand complements the heritage of ‘Peter Rabbit’ perfectly.”

CAA-GBG and Twinings are working together to promote the “Peter Rabbit” ranges across WeChat and Weibo platforms and developing experiential marketing activations planned for boutique hotels, supermarkets and grocers.

In addition to the Twinings partnership CAA-GBG have secured a deal with women’s apparel brand, Prich. The 12-piece collection launched in September. It includes shirts, skirts, blouses, knits and accessories. The launch was supported by KOL seeding and a dedicated social media campaign and the collection is available through the Prich flagship store on Tmall online as well as through the 150 PRICH retail stores in China.

“Prich provides a perfect combination of elegant design and superior quality,” says Jinny Gao, merchandising manager, Prich. “These values are immediately apparent in our new ‘Peter Rabbit’ range matching the DNA of this intrinsically British brand.”

Want to learn more? These companies are exhibitors at Festival of Licensing. For more news like this or to experience the event, click here.

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