Hoppy Days: new Peter Rabbit attraction is coming to Blackpool

Beloved characters from the award-winning PETER RABBIT animated TV series, produced by Silvergate Media, are set to make a new home on Blackpool’s famous seafront next year, in a partnership that marks the first stand-alone Merlin visitor attraction to be based on the series.

Developed by location-based entertainment company Merlin in partnership with Silvergate Media, Penguin Ventures (on behalf of PETER RABBIT™ brand owners Frederick Warne & Co.) and Blackpool Council, the £1 million investment has been 18 months in the making. The attraction is set to open next door to the famous Madame Tussauds Blackpool as part of a new standalone experience. The addition will join Merlin’s six other attractions in Blackpool including The Blackpool Tower and SEA LIFE Blackpool.

The new experience will provide visitors with the opportunity to hop into the world of Peter and his friends to embark on an adventure across five themed zones. Guests will need to think like a rabbit, move like a rabbit and deploy rabbit-like senses with a whole burrow-full of creativity in order to complete the challenges and earn badges – seeing if they have the skills to join the secret treehouse club. Guests will also be able to meet, greet and ‘high-paw’ with Peter himself.

“Working with Merlin on creating this attraction over the past year, pulling together ideas and new themes from the show and seeing them come to life has been such a thrill,” says Thomas Merrington, Creative Director Live & Experiential at Penguin Ventures. “This really will deliver a brand new experience and I am so excited to see how our young fans will engage with the multiple aspects of this highly interactive play attraction.”

 

 

Penguin Ventures announces new Peter Rabbit collection from Blade & Rose

Penguin Ventures has announced a new Peter Rabbit apparel collaboration with Blade & Rose, on behalf of Frederick Warne & Co (owner of THE WORLD OF PETER RABBIT and part of Penguin Random House).

The leading children’s clothing brand specialises in trend-setting leggings, featuring stylish and quirky designs on the bottom with matching accessories.

The Blade & Rose X Peter Rabbit collection features five distinct designs – Veg Patch, Playtime, Floral, Classic and Festive – which all take inspiration from Beatrix Potter’s Lake District, where Blade & Rose are based. Each set includes a long-sleeved top, matching leggings and socks for babies and preschool children aged 0-4 years and is designed with comfort and longevity in mind.

Jen Greenway, Softlines Category Manager at Penguin Ventures says: “Blade & Rose have done a fantastic job of bringing Peter Rabbit to life in their bold and colourful trademark style. The collection includes their iconic leggings with designs on the bottom and is sure to keep little ones cosy and well-dressed this autumn. Blade & Rose keep quality at the heart of their offering and this, together with an impressive commitment to sustainability, has made them a brilliant partner to work with for Peter Rabbit.”

Amanda Peffer, owner and founder of Blade & Rose, says: “We are so excited to launch an iconic collection featuring none other than children’s favourite, Peter Rabbit himself. Blade & Rose was born in the Lake District from a love of bright design and comfort for children, and we take inspiration from the beautiful countryside around us just as Beatrix did when she was creating her famous Tales. We’re delighted to be on this journey with Peter Rabbit and to have launched this amazing collaboration with Penguin Ventures.”

The Winter range will be launched in January and will be available directly from www.bladeandrose.co.uk

 

Peter Rabbit is announced as first licence for My 1st Years by Penguin Ventures

My 1st Years has partnered with THE WORLD OF PETER RABBIT to develop a DTR range in a deal executed by Penguin Ventures on behalf of Frederick Warne & Co. (owner of THE WORLD OF PETER RABBIT brand and part of Penguin Random House).

Following the success of the print on demand personalised product range featuring PETER RABBIT from official licensees, My 1st Years will now develop a Direct to Retail range to expand their offering of bespoke products.  This is the first time My 1st Years has worked directly with a licensor on development.  The cross-category offering will include apparel and fashion accessories from Dennicci; nursery and homeware; stationery and gifts, all of which can be personalised by consumers and ordered directly online.

Susan Bolsover, Global Licensing and Consumer Products Director, Penguin Ventures says: “Our DTR for print on demand and personalised products with My 1st Years is not only a fantastic addition to THE WORLD OF PETER RABBIT licensing family, but will provide gifters with a great opportunity to purchase something truly unique for even the littlest of Peter Rabbit fans this Christmas. We are proud to support an incredibly entrepreneurial and homegrown business whose extensive experience in the UK baby and infant market means Peter Rabbit is in great hands.”

“We have been delighted with the response to the Peter Rabbit licensed products that we currently personalise and so decided to grow the range by developing our very own licensed products,” says Amy Weaver, Head of Buying at My 1st Years. “As newcomers to the world of licensing, My 1st Years is thrilled to be working with Penguin Ventures on a brand as established and as well-loved as Peter Rabbit.  We can’t wait to share the new range which is designed and personalised at our UK studio in Northampton in time for customers this Christmas.”

The new range will be available before Christmas directly from the My 1st Years website.

Penguin Random House Children’s plans 120th birthday celebrations for Peter Rabbit

The Tale of Peter Rabbit by Beatrix Potter was first published in 1902 and since then the iconic rabbit in a blue jacket has gone on to win the hearts of millions of families around the world. The original Tale has sold over 46 million copies globally and has been published in 48 languages including Braille and Hieroglyphics.

Penguin Random House Children’s will be celebrating Peter’s 120th birthday with a suitably adventurous, fun-filled campaign, creating a wealth of opportunities for families to party with Peter throughout 2022.

The Owned Brands team at Penguin Random House Children’s will launch a purpose-driven PR and digital campaign, working with high profile partners and ambassadors in the outdoors space to reaffirm Peter’s continued relevance and appeal to young families. Peter Rabbit’s role as children’s ambassador for the Queen’s Green Canopy will see Peter supporting tree planting initiatives throughout the year whilst celebratory Picnics for Peter will take place during the summer supported by key partners and at locations throughout the UK.

“With an incredible legacy that has endured since 1902, we wanted to use this milestone for the brand to celebrate Peter Rabbit’s continued relevance and resonance with today’s families,” says Izzy Richardson, Global Director, Owned Brands, Penguin Random House Children’s. “Our ambitious, year-long series of birthday celebrations will enable us to connect parents, young children and fans with The World of Peter Rabbit, helping to continue Beatrix Potter’s legacy for a new generation. Through new immersive experiences, digital and social content, consumer products and publishing, everyone is invited to celebrate with Peter in 2022.”

Penguin Ventures, the licensing team at Penguin Random House Children’s, will be growing a number of existing product ranges throughout 2022 in the UK including new apparel collections with expanded retail placement from Dennicci as well as new gardening lines from Jardinopia. In addition DNC are confirmed to launch picnicware and online retailer My First Years is signed for personalised infant product. A number of special commemorative ranges will also launch across plush, apparel and gifting categories.

Penguin Ventures has also confirmed a programme of experiential activations in the UK offering families immersive events throughout the year. A brand new Peter Rabbit Story Time Trail will launch in March and tour libraries and gallery spaces across the country, with venues booked up until July 2023 offering little ones the chance to step into The Tale of Peter Rabbit. Meanwhile the first Peter Rabbit themed entertainment parties will launch in 2022, in a new deal with children’s party entertainers Captain Fantastic, combining party games, magic and plenty of Peter Rabbit’s trademark mischief.

In addition, Happy Birthday Peter Rabbit, a brand new stage production, will be launching at the World of Beatrix Potter Attraction in the Lake District next summer. The show encompasses music, puppetry and live action, offering audiences an exciting and memorable theatrical experience.

Outside of the UK, celebrations will include a major touring exhibition of Potter’s original Peter Rabbit artwork in Japan with exhibition partner Toei, marking the first time the collection will have left the UK. The exhibition will tour three major cities from March through to November and is expected to attract over 160,000 visitors, and will be supported by a national media campaign. Additionally, a new permanent Peter Rabbit English Garden will open at Fuji Motosuko Resort in a deal brokered by Sony Creative Products with Fujikyuko Co. Ltd. The attraction will include a café, shop and museum. A new Japanese publishing partner, Hayakawa, has also been confirmed, reflecting Penguin Random House Children’s strategy to bring the World of Peter Rabbit publishing to family audiences in this key territory for the brand.

In Australia, a collectable 120th anniversary stamp pack will be produced by Australia Post and consist of 12 commemorative stamps. The pack will be available in around 1,000 Australia Post stores across the country. In addition, plush partner Jasnor will be launching a range of a special edition Peter Rabbit plush to commemorate the anniversary.

“The birthday moment presents a fantastic opportunity for both our existing licensees as well as new partners in the UK and other key international territories,” says Susan Bolsover, Global Licensing and Consumer Products Director, Penguin Ventures. “We have been delighted with the way in which licensees, promotional partners and retailers are supporting this milestone moment, helping create memories for existing and new Peter Rabbit fans alike, be that through products, experiences or events. There is much more to look out for in 2022!”

Finally, Penguin Random House Children’s will be launching a range of commemorative publishing throughout 2022 including a picture book edition of The Tale of Peter Rabbit, featuring Beatrix Potter’s original text and iconic illustrations. This new large format will be perfect for families to share together, helping new readers discover Peter at his most adventurous. The Tale of Peter Rabbit will be released in picture book format in April 2022, and will be supported with a creative and high-profile Publicity and Marketing anniversary campaign.

Penguin Random House Children’s appoints David Sprei as Commercial Director for Penguin Ventures

David Sprei will be joining Penguin Random House Children’s as Commercial Director for Penguin Ventures on 18 October. He will report to Francesca Dow, MD for Penguin Random House Children’s.

In this newly created role David will lead the Penguin Ventures business to further growth, working in close partnership with Susan Bolsover, Global Licensing and Consumer Products Director, and the Penguin Ventures team. Susan Bolsover will report to David.

David joins from his previous role as Director International Business Development ViacomCBS Consumer Products, focusing on new innovative & non-traditional partnerships across the portfolio. Prior to this David has held commercial and partnership roles at Viacom Velocity (MTV Europe), Instrumental and TBWA Stream, London.

Penguin Ventures is a separate business within Penguin Random House Children’s, which manages and exploits a portfolio of literary brands and characters, most notably Peter Rabbit, The Snowman and Spot, focusing on licensing and consumer products, retail activations, theatrical, exhibitions and commercial partnership strategies. In the UK Penguin Ventures’ most recent successes include a multi-year partnership with Cadburys as well as a global collection with Cath Kidston, both for Classic Peter Rabbit. The team also created a fashion and digital collaboration with Barbour for The Snowman, expanding upon Raymond Briggs’ timeless story through an innovative ad campaign, and were responsible for the UK, Australian and Japanese licensing programme for global box office smash hit movies Peter Rabbit and Peter Rabbit 2: The Runaway.

 

Licensing experts assemble for special London Book Fair online insights seminar next week

The former marketing manager of Licensing International UK and CEO of Imaginators.tv, Ryan Beaird will be chairing a panel of licensing experts during the London Book Fair’s online insights seminar later this month.

The basics of licensing seminar will be aimed at the show’s audience of publishers looking to get into licensing, or authors wanting to better understand how the licensing industry operates and how they can build a brand from their works.

Scheduled to take place on June, 22nd from 13.25, the hour long session will hear from Beaird as he shares insights from his seven years experience running the UK office of the licensing industry association, Licensing International UK. He will be joined by Thomas Merrington, creative director of Penguin Ventures who will talk about Peter Rabbit and the brand’s live exhibitions.

Following the presentations, there will be a live Q&A session with panellists including Merrington, Rob Wijeratna, joint MD of Rocket Licensing, Rebecca French, head of licensing at the Roald Dahl company, and Lauren Sizeland, director of licensing of the V&A, who will talk audiences through the V&A’s Alice in Wonderland exhibitions as well as its award winning shop.

“We are delighted that we can host this panel as part of The Online Book Fair’s seminar programme,” said Andy Ventris, event director, London Book Fair.

“We are sure that this topic will be of great interest to our audience, with more than 2,000 global publishing professionals registered for the event and licensing being such a crucial part to the business of publishing, this looks set to be one of the highlights of the Online Book Fair programme.”

Registration for the online event next week is free.

Seminar Details and Registration Link: 

https://www.londonbookfair.co.uk/en-gb/whats-on/seminar-programme/sessions-details.2124.64555.licensing-how-to-build-a-brand-from-a-book.html

Licensing experts assemble for special London Book Fair online insights seminar next week

The former marketing manager of Licensing International UK and CEO of Imaginators.tv, Ryan Beaird will be chairing a panel of licensing experts during the London Book Fair’s online insights seminar later this month.

The basics of licensing seminar will be aimed at the show’s audience of publishers looking to get into licensing, or authors wanting to better understand how the licensing industry operates and how they can build a brand from their works.

Scheduled to take place on June, 22nd from 13.25, the hour long session will hear from Beaird as he shares insights from his seven years experience running the UK office of the licensing industry association, Licensing International UK. He will be joined by Thomas Merrington, creative director of Penguin Ventures who will talk about Peter Rabbit and the brand’s live exhibitions.

Following the presentations, there will be a live Q&A session with panellists including Merrington, Rob Wijeratna, joint MD of Rocket Licensing, Rebecca French, head of licensing at the Roald Dahl company, and Lauren Sizeland, director of licensing of the V&A, who will talk audiences through the V&A’s Alice in Wonderland exhibitions as well as its award winning shop.

“We are delighted that we can host this panel as part of The Online Book Fair’s seminar programme,” said Andy Ventris, event director, London Book Fair.

“We are sure that this topic will be of great interest to our audience, with more than 2,000 global publishing professionals registered for the event and licensing being such a crucial part to the business of publishing, this looks set to be one of the highlights of the Online Book Fair programme.”

Registration for the online event next week is free.

Seminar Details and Registration Link: 

https://www.londonbookfair.co.uk/en-gb/whats-on/seminar-programme/sessions-details.2124.64555.licensing-how-to-build-a-brand-from-a-book.html

Audio storyteller Tonies welcomes Disney’s Aladdin, Peter Rabbit, and Miffy to its licensed library

The audio storytelling platform, Tonies continues to strengthen its licensed story portfolio with new additions from Disney’s Aladdin, Beatrix Potter’s Peter Rabbit, and Miffy.

Expanding its licensing partnerships with Disney, Penguin Random House, and Miffy brand owner, Mercis, Tonies has launched the three new additions to its growing collection of licensed story-telling figurines.

Each character can be placed on top of the Toniebox audio system for children to listen to their classic stories, as the firm offers children new ways to engage with their favourite characters through both screen-free play and storytelling.

Peter Rabbit introduces children to the world of Beatrix Potter with the inclusion of a collection of stories featuring The Tale of Benjamin Bunny, The Tale of Mr Tod, and The Tale of the Flopsy Bunnies.

Meanwhile, Miffy’s Adventures features ten tales of adventure as Miffy and her friends learn to cope with difficult situations and discover new things.

The line-up is completed with Disney’s teling of its animated classic, Aladdin.

The latest additions have been made available to retailers across the UK from this week.

Penguin Random House launches National Trust, Christmas Grotto, and Instagram campaigns for Peter Rabbit

Penguin Random House UK has launched a series of new brand activations for Peter Rabbit, giving families the chance to come together this winter as lockdown restrictions lift in the UK.

Leading the charge is a dedicated partnership with the National Trust that will see a series of Peter Rabbit Winter Activity Trails launch across 90 National Trust places within the UK this month. The trails will offer families nature-themed activities in outdoor settings, while a range of Peter Rabbit gifts will be stocked at all National Trust shops and online.

The ambitious partnership will bring Peter Rabbit to the Trust’s impressive family audience with an expected 1.7m visitors accessing the trails this winter. Dates and locations are all available on the National Trust website.

Meanwhile, a series of digital activities will be available at a dedicated Peter Rabbit area on the National Trust website, including festive storytelling and audio clips from the recently released Beatrix Potter: The Complete Tales and activity sheets, to support partners across the Peter Rabbit brand, will be promoted to the Trust’s combined social media following of 2.7m followers.

“Penguin Random House UK has worked in partnership with the National Trust for many years to protect Beatrix Potter’s legacy in the Lake District,” said Izzy Richardson, global brand director, Penguin Random House Children’s Owned Brands.

“We are so excited that our partnership can now bring the adventures of Peter Rabbit and friends to National Trust supporters and their families in an entirely new and immersive way.

“The trails will place Peter in some of the most beautiful outdoor spaces in the UK and offer families the opportunity to create memorable experiences together this winter.”

The trails and digital campaign use the festive illustrations from a new book, ‘Peter Rabbit: Christmas is Coming’ which provides a story and an activity to share, every day throughout December.

An influencer campaign to promote the new book is currently underway with seven influencers showcasing family-friendly, festive activities and stories as well as a range of perfect Peter Rabbit licensed gifts. With new content posted every week, the ‘Festive Fridays’ campaign will reach a combined following of approximately 480,000 Instagram users during the crucial Q4 period.

In addition, Penguin Ventures (the licensing team at Penguin Random House) has worked with Eskimo Jo for the third year running to launch an official Peter Rabbit Christmas Grotto. The immersive experience will launch at Centre MK this December with Peter Rabbit and friends, welcoming back families as the shopping centre reopens this month.

Thomas Merrington, creative director at Penguin Ventures, said: “This is the third year into our partnership with Eskimo Jo and Vibration Music Ltd following two sell-out Peter Rabbit grottos at intu Trafford Centre.

“Together we have created an incredibly atmospheric and theatrical, interactive grotto. The cosy rabbits’ burrow and opportunity for children to get involved with crafting, is the perfect way to evolve Peter Rabbit for Christmas family audiences.”

Classic Peter Rabbit bounds into new partnerships in China with Twinings and PRICH

Penguin Ventures – the licensing arm of Penguin Random House UK – and CAA-GBG, the global brand management platform and the licensing agent for Classic Peter Rabbit in China, are together broadening the Peter Rabbit licensing programme across the region this year.

 In a new partnership with Twinings China, Peter Rabbit – along with seven other of Beatrix Potter’s iconic characters – will be brought to life across a range of tinned teas, gift and travel sets and tea  accessories.

The initial range of eight items was launched in China in June 2020 through Twinings’ official Tmall flagship store with additional products made available in August and October this year. The focus has primarily been online but the collection will also be rolled out into hypermarkets, supported by  dedicated Peter Rabbit in-store displays.  

Charlie Wang, brand manager, Twinings China, said: “Over the past three centuries, Twinings has  become synonymous with a great cup of tea for consumers all over the world and it has long been  recognized as the finest purveyor of tea in England.

“Twinings consumers pursue a graceful, delicate lifestyle. As of today, Twinings exports to 115 countries and produces more than 600 different tea  blends. We believe this luxury tea brand complements the heritage of Peter Rabbit perfectly.”

CAA-GBG and Twinings are working together to promote the Peter Rabbit ranges across WeChat and  Weibo platforms and developing experiential marketing activations planned for boutique hotels, supermarkets and grocers. 

In addition to the Twinings partnership CAA-GBG has secured a deal with PRICH, an iconic women’s apparel brand and part of The E∙land Group. The partnership witnessed the development of a 12-piece collection which launched in September 2020 and includes shirts, skirts, blouses, knits and accessories.

The launch was supported by KOL seeding and a dedicated social media campaign. The collection is available through the PRICH flagship store on Tmall online, as well as through the 150 PRICH retail stores in China.  

Jinny Gao, merchandising manager, PRICH, said: “Prich provides a perfect combination of elegant  design and superior quality. These values are immediately apparent in our new Peter Rabbit range matching the DNA of this intrinsically British brand.” 

Susan Bolsover, licensing and consumer products director, Penguin Ventures, added: “We are  delighted to be launching these two fantastic new collections for Classic Peter Rabbit in China. The brand values of both Twinings and PRICH match Peter perfectly. It has been a real joy to see not only the product, but also the creative campaigns come together in collaboration with the CAA-GBG China team, who have done a fantastic job in nurturing these relationships.”