The hospitality company will spotlight Peter Rabbit in a partnership with Penguin Ventures to include special menus, gifts and limited-edition merchandise.

The Peninsula, whose global portfolio of luxurious hotels has drawn discerning travellers for nearly a century, has announced an exclusive partnership with The World of Peter Rabbit in a licensed agreement with Penguin Ventures on behalf of brand owner Frederick Warne & Co. (now part of Penguin Random House Children’s).

More than 120 years after his creation by renowned British author and illustrator Beatrix Potter, and during the Year of the Rabbit, the iconic Peter Rabbit will arrive in time for Easter at The Peninsula, in the form of special themed Afternoon Tea menus, stay packages and gifts.

The partnership will launch with a range of celebratory offerings at different Peninsula hotels around the world, beginning on 15th March. These include a collection of exquisitely designed co-branded merchandise featuring The Peninsula’s own Pen Bear mascot alongside Peter Rabbit. Limited-edition apparel, children’s toys and décor at participating Peninsula hotels will feature the two cherished characters in a series of iconic Peninsula settings: enjoying Afternoon Tea in a Lobby restaurant; reading in an elegant Peninsula guestroom; greeting new arrivals in front of various Peninsula hotel entrances and watering flowers in a blooming Peninsula Garden. The designs are the very first in which Pen Bear has shared the global spotlight with another children’s favourite.

“It is an enormous privilege to launch this co-branding partnership with The World of Peter Rabbit, particularly during this auspicious season,” said Mark Kobayashi, The Peninsula’s senior vice president of Sales and Marketing. “As well as celebrating Easter, which is synonymous with Peter Rabbit, we are just beginning the Year of the Rabbit on the Chinese calendar.”

Thomas Merrington, Creative director at Penguin Ventures, said: “We are incredibly honoured that Peter Rabbit has joined Pen Bear and The Peninsula in this prestigious global partnership. From delicious afternoon teas, hand crafted chocolates and thoughtful in-room amenities, we know that families across the world will be delighted by this beautifully executed collaboration and enjoy making memories with Peter Rabbit and Pen Bear.”

Guests are invited to enjoy a special Peter-Rabbit themed Afternoon Tea at six Peninsula properties around the world: The Peninsula Hong Kong, The Peninsula Shanghai, The Peninsula Beijing, The Peninsula Tokyo, The Peninsula Chicago and The Peninsula New York. Destination-specific and Peter Rabbit-themed décor will adorn the hotels’ signature Lobby restaurants, with special colouring books featuring Peter Rabbit and Pen Bear gifted to children.

Custom-crafted Peter Rabbit chocolates will be available from the end of March at Peninsula hotels worldwide; a milk chocolate statue of Peter Rabbit and Pen Bear will be gifted as an in-room amenity and assorted chocolates in Peter Rabbit-and-Pen Bear-embellished gift boxes will be available for purchase in Peninsula Boutiques.

Exclusive, limited-edition Peter Rabbit merchandise will include classic children’s items such as plush Peter Rabbit and Pen Bear toys, and families can partake in a special Peter Rabbit-themed package at four different Peninsula properties.