Peninsula Launches Brand-Wide Partnership with The World of Peter Rabbit

Hospitality company spotlights the children’s book character with limited-edition merchandise, special menus and gifts.
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License Global

March 14, 2023

Peter Rabbit and Pen Bear
Peter Rabbit and Pen BearThe Peninsula

The Peninsula has announced an exclusive partnership with

The World of Peter Rabbit

in a licensing agreement with

Penguin Ventures

on behalf of brand owner, Frederick Warne & Co., now part of

Penguin Random House Children’s


Peter Rabbit will arrive in time for Easter at The Peninsula in the form of themed afternoon tea menus, stay packages and gifts. The partnership will launch with a range of celebratory offerings at Peninsula hotels around the world beginning March 15. These include a collection of co-branded merchandise, children’s items such as plush and toys featuring The Peninsula’s Pen Bear mascot alongside Peter Rabbit. 

In illustrations adorning limited-edition apparel, children’s toys and décor at participating Peninsula hotels, the two characters will appear together in a series of Peninsula settings enjoying afternoon tea in a lobby restaurant, reading in a Peninsula guestroom, greeting new arrivals in front of various Peninsula hotel entrances and encouraging sustainability

and appreciation for nature by watering flowers in a Peninsula garden.  

“It is an enormous privilege to launch this co-branding partnership with The World of Peter Rabbit, particularly during this auspicious season,” says Mark Kobayashi, senior vice president, sales and marketing, The Peninsula. “As well as celebrating Easter, which is synonymous with Peter Rabbit, we are just beginning the Year of the Rabbit on the Chinese calendar.”  

“We are incredibly honored that Peter Rabbit has joined Pen Bear and The Peninsula in this prestigious global partnership,” says Thomas Merrington, creative director, Penguin Ventures. “From delicious afternoon teas, handcrafted chocolates and thoughtful in-room amenities, we know that families across the world will be delighted by this beautifully executed collaboration and enjoy making memories with Peter Rabbit and Pen Bear.” 

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