Penguin Ventures, part of Penguin Random House U.K., has announced a long-term partnership for classic “Peter Rabbit” with Cadbury at Easter.

“We are very excited about this partnership of two very beloved brands with a shared rich British heritage,” says Markéta Kristlová, senior brand manager, Easter, Cadbury. “We look forward to Peter Rabbit and Cadbury’s helping families to have even more magical Easter celebrations from next year.”

Penguin Ventures is 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.

The initial “Peter Rabbit” range will launch across a host of Cadbury products for Easter 2021 and will be available nationwide. “Peter Rabbit” will appear on some of Cadbury’s most iconic product ranges in a perfect pairing of two British brands so intrinsically associated with Easter.

“We are over the moon to be able to announce a long-term collaboration with Cadbury on a beautiful and delicious range of Peter Rabbit Easter chocolate,” says Lindsay Peal, international licensing head, Penguin Ventures. “Peter Rabbit and Cadbury are both synonymous with Easter gifting, shared experiences and family celebrations, and we look forward to amplifying those shared values as we launch next year.”

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