Penguin Ventures, Seed Pantry Team for Peter Rabbit for National Children's Gardening Week

Penguin Ventures, the consumer products and experiences team at Penguin Random House Children’s U.K., has announced a licensing agreement with Seed Pantry for The World of Peter Rabbit seed kits, to launch during National Children’s Gardening Week.

The World of Peter Rabbit will again be the official partner of National Children’s Gardening Week this year, encouraging families to Grow with Peter Rabbit during May half term (May 25-June 2). During the week, Penguin Random House Children’s and Seed Pantry will give away 500 free Peter Rabbit Veg Patch Grow Kits to families to celebrate the launch of the new range.

“Seed Pantry is a brilliant new addition to the Peter Rabbit licensing program and really demonstrates how together we are bringing such a relevant and authentic product to market for both parties as part of our Grow with Peter Rabbit campaign,” says David Sprei, commercial director, Penguin Ventures. “Our partnership with National Children’s Gardening Week brings Peter to new retail destinations around the U.K. and offers us a meaningful way to reach family audiences. We couldn’t be happier to welcome Seed Pantry onboard ahead of this fun family moment for Peter Rabbit this spring.”

“The Seed Pantry team are so proud to partner with The World of Peter Rabbit to bring our growing kits to families in time for National Children’s Gardening Week,” says Neil Whitehead, founder, Seed Pantry. “The trend for gardening and growing your own food and flowers is increasingly popular and our new Peter Rabbit collection makes a great addition to our evolving range of outdoor activity products for all ages. Gardening is a fun and rewarding activity, and it’s so important to get children involved from a young age to understand where food comes from and to enjoy the many health and well-being benefits that nature-based activities provide.”

During National Children’s Gardening Week, free Grow with Peter Rabbit activity booklets will be available at participating garden centers across the U.K. Packed with mischievous and fun indoor and outdoor activities, the booklets take inspiration from Beatrix Potter’s love of the outdoor world and will encourage children to spend time in nature this spring.