Peter Rabbit Campaign Encourages Kids to Get Creative in Nature

Penguin Random House launches a new annual summer campaign dedicated to getting kids back outdoors.

July 7, 2021

Working with Laura Brand, the campaign’s new ambassador, the new Peter Rabbit: Friend to Nature campaign will bring a series of filmed tutorials, nature-based activities and inspirational content for parents to play outside with their children.

“I grew up with the stories of Beatrix Potter and have loved introducing my two daughters to the world of Peter Rabbit,” says Laura Brand. “We have had so much fun creating a series of nature activities for families to enjoy together in the garden or out on a nature walk. These ideas are all inspired by Peter Rabbit and the mischievous adventures that he has with his friends and I hope families will enjoy them as much as we have.”

“During her lifetime, Beatrix Potter was a pioneering conservationist who was passionate about the natural world,” says Izzy Richardson, director, owned brands, Penguin Random House. “So, who better than Peter Rabbit to champion the joy that spending time in nature can bring? Peter has an authentic connection to nature

and this mid-year campaign will enable us to reach families with meaningful and engaging content beyond Easter. Friend to Nature is perfectly timed to drive awareness of our newly relaunched website, the first in a refresh of all of our Peter Rabbit digital platforms.”

Hosted on peterrabbit.com, the weekly content across July (beginning July 9) complements a series of classroom activities and learning resources developed for KS1 school children, in collaboration with Puffin, for over 37,000 primary teachers in the U.K.

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