“Peter Rabbit” has hopped his way into the mass market in Australia following a new, onging partnership with Target Australia. Haven Global and soft goods licensee Designworks have launched their Peter Rabbit campaign.

The first collection of 31 babywear pieces launched exclusively in Target Australia stores and online. The launch is accompanied by a marketing campaign, including a digital and social media plan that will see activity launch across Target social platforms and shared across “Peter Rabbit” global channels, supported by influencer activity and a dedicated landing page.

“We’ve always strived to retain the trusted and quality positioning of the Peter Rabbit brand, and this aligns perfectly with Target’s new direction of believing a better life is one that’s lived, not with more things but with things that mean more,” says Yvonne King, director, Haven Global, “We’re looking forward to launching an expansive range of great quality products families can afford.”

The spring/summer infant collection features classic "Peter Rabbit" prints and embroidery across organic cotton basics and two fashion collections.

“Designworks have been a wonderful long-term partner of ours, and we are so delighted to announce their new collaboration with Haven,” says Lindsay Pearl, international licensing head, Penguin Ventures, the licensing arm for Penguin Random House. “This will be the first time such a large ‘Peter Rabbit’ clothing collection will be made available at Target, and we are excited to see ‘The World of Peter Rabbit’ come to life in their stores, and online across Australia.”

Haven Global and soft goods licensee Designworks launched their “Peter Rabbit” campaign this week to jump start work in the market. The launch will also leverage momentum leading into 2021, where Target Australia will continue to grow their “Peter Rabbit” program with a cross-category Easter campaign, expanding into family sleepwear, nursery, homewares and seasonal gifting.