The deal was brokered by Silvergate Media, global licensing agent for Peter Rabbit.
Penguin Ventures developed the afternoon tea concept in collaboration with Le Meridien Piccadilly Hotel on behalf of Beatrix Potter’s original publisher Frederick Warne & Co.
The afternoon tea will allow families to enjoy stories with tasty treats including chamomile chocolate pots and vegetable patch sandwiches. Children can enjoy a “kids only” check-in and will receive Peter Rabbit goodies including a purse, drawstring bag and a bespoke Le Méridien Piccadilly Peter Rabbit book. They will also be able to take part in a dedicated Peter Rabbit trail through the hotel.
A group of influencers were the first to taste the Peter Rabbit Afternoon Tea menu at the Peter Rabbit Springtime Celebration, during which guests enjoyed dressing up and face-painting activities. The menu includes Mr. McGregor’s Garden wrapping vegetable and the Caught In A Twist smoked salmon and sun-dried tomato pinwheel. Pastries include the Flower-Pot Hideout, a chamomile mousse inside an edible chocolate pot and a Magnificent Mushroom of strawberry ganache with a crunchy meringue stem, among many other treats inspired by Peter Rabbit. The tea is served in the airy Terrace On Piccadilly that boasts a Victorian glass atrium with floor-to-ceiling windows and a balcony that overlooks Piccadilly.
“It has been a pleasure to work in partnership with Le Méridien Piccadilly, and the team there have created an absolutely beautiful and delicious offering,” says Izzy Richardson, head of brand, Penguin Ventures. “The Peter Rabbit Afternoon Tea is so clearly inspired by Beatrix Potter’s best-loved Tale–guests are in for a real treat.”
“Creating a dedicated Afternoon Tea in celebration of the iconic British classic tale of Peter Rabbit seemed like a perfect fit for our family guests,” says James Olivier, general manager, Le Méridien Piccadilly. “As the story is so rich in adventure and color, our expert pastry team could really have fun with creating a nostalgic experience for the whole family to enjoy.”
The Peter Rabbit Afternoon Tea launched this month and will run for six months.