Penguin Ventures and Orchard Toys are set to extend their licensing partnership for The World of Peter Rabbit globally.

Following the successful UK launch of Orchard Toys’ new The World of Peter Rabbit collection, Penguin Ventures, the licensing and consumer products team at Penguin Random House Children’s UK, is extending the licence to cover 20 additional global markets.

There has been strong interest in The World of Peter Rabbit collection of games and jigsaws since its launch at Toy Fair, and Nuremberg created interest and demand from the overseas market as well.

The licence extension granted by Penguin Ventures on behalf of Frederick Warne & Co., Beatrix Potter’s original publisher and owner of The World of Peter Rabbit, means that the range will now be available in 20 markets across Europe, the Mediterranean, SE Asia, South Africa and Australia.

Josh Beevor, director at Orchard Toys, said: “The launch response from the UK trade and consumers to our first licensed collaboration has been brilliant. To have such an appetite and enthusiasm for the Peter Rabbit range from our international customers is fantastic, and an enormous sales opportunity. It really is a great way to consolidate our partnership with Penguin Ventures.”

David Sprei, commercial director at Penguin Ventures, said: “The global demand for The World of Peter Rabbit Collection is testament to the wonderful job Orchard Toys and Penguin Ventures have done in evolving the narrative of Beatrix Potter’s original Tale of Peter Rabbit, and blending these two iconic brands. The Tale of Peter Rabbit has been translated into 50 languages since it was first published in 1902, so it’s fitting to see the new games taking to the global stage too.”

For further details and to discuss other territory opportunities, contact international@orchardtoys.com.