Penguin Ventures, Sony Creative Products Extend Partnership for The World of Peter Rabbit

Penguin Ventures, the consumer products and experiences team at Penguin Random House Children’s U.K., has announced its renewed long-term agency agreement with Sony Creative Products (SCP) in Japan for The World of Peter Rabbit, on behalf of brand owner and Beatrix Potter’s original publisher, Frederick Warne & Co.

Penguin Ventures and SCP’s new six-year agreement will focus on driving consumer products and licensing growth with additional investment in Japan’s Peter Rabbit brand activity. The long-term partnership between Penguin Ventures and SCP has seen significant year on year growth, delivering a 142% net increase in 2023. This growth reinforces Japan as the largest market outside of the U.K. for Peter Rabbit.

“The partnership with SCP has been incredibly successful, and I am delighted both companies have committed to another six years and are aligned on ambitious growth plans for Peter Rabbit, says David Sprei, commercial director, Penguin Ventures. “The mix of traditional products, retail partnerships and vast experience offerings has delivered impressive results, enabling the teams to confidently move forward to futureproof the brand for this next exciting phase. As the proud brand owner and publisher of The World of Peter Rabbit, working closely with global partners enables the team to continue to honor Beatrix Potter’s legacy, reaching new generations and families so that they can discover the mischief and adventure in her wonderful world of characters and stories on and off the page.”

 “I am thrilled to announce that SCP has been appointed as the licensing agent for The World of Peter Rabbit in Japan for another six years,” says Ken Ohtake, president, SCP. “SCP hopes to make this a significant milestone in the long history of Beatrix Potter, and the SCP team is committed to honoring the heritage, while continuing to embrace new opportunities in the upcoming years.”

Location-based experiences have been a pivotal part of the Japanese licensing program. From The Peter Rabbit English Garden, a permanent attraction that opened at the Fuji Motosuko Resort in 2021, which includes a cafe, shop and museum, to the Peter Rabbit Rakeru cafes in Jiyugaoka and Yokohama, these experiences attract and engage a diverse visitor demographic throughout the year.

During the course of the new long-term agreement, SCP has secured high profile, successful brand partnerships for Peter Rabbit. From the Mitsubishi UFJ Trust and Banking & Mitsubishi UFJ Real Estate collaboration to a new partnership with Blanc Neige meant to bring touring Peter Rabbit pop-up events to multiple retail destinations across Japan in 2024, SCP continually draws on Peter Rabbit’s iconic status and trusted appeal to attract new audiences and consumers for the brand.

Hayakawa Publishing Corporation has been the official publishing partner of Frederick Warne & Co. for The World of Peter Rabbit in Japan. The authorized, translated editions of all 23 “Original Tales” launched in December 2021 and have ensured Beatrix Potter’s literary legacy can continue for generations to come. “The Tale of Peter Rabbit” was first published in 1902 and has been translated into 50 languages with two million of the “Original Tales” selling globally every year.

Penguin Ventures will be exhibiting at Licensing Expo 2024 at booth A149.