Licensing Source Book: Beatrix Potter + Peter Rabbit Special Supplement

Above: Beatrix Potter, aged 26. Image courtesy of the Victoria & Albert Museum Below: Patent office certificate for Peter Rabbit doll, 1903. Peter Rabbit licensed slippers. Images courtesy of Frederick Warne & Co. Ltd

“...it was a perfect day on Friday, the little lake was like a looking glass. I think a still Autumn day is almost the most beautiful time of year..”

Letter to Millie Warne, 1907, B.P’s Letters

Beatrix Potter is best known as the creator of the beloved mischief-maker Peter Rabbit and his friends, who feature in her 23 bestselling tales for children.

However, what is often unknown is that she was an accomplished natural scientist, environmentalist and farmer. In fact, her first work was a study on fungal spore germination, accompanied by detailed drawings, which she submitted to the Linnean Society in 1897, but withdrew it after being denied membership due to her gender.

After the success of The Tale of Peter Rabbit, Beatrix began to spend more time in the English Lake District at her new home of Hill Top Farm, where she continued to write and illustrate new books for many years.

She was an astute businesswoman and took an active interest in all commercial and creative details around her books. It was Beatrix herself who realised the wider appeal of her characters, initiating the development of related merchandise. In 1903, she designed the first Peter Rabbit toy and patented the design. Warne soon realised the potential of selling products linked to the little books and worked with her to develop a programme of merchandise.

As time passed, Beatrix devoted more and more time to her farming, promoting traditional methods to preserve the environment and natural world around her. On her death in 1943 she bequeathed 4,000 acres of land to the National Trust.

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2026 A love-letter to the British countryside 2026 is the 160th anniversary of Beatrix Potter’s birth.

Born in 1866, this extraordinary author, artist and conservationist has become one of the world’s most beloved storytellers.

Penguin Random House Children’s will be marking this milestone with a year of activity to celebrate Beatrix Potter’s enduring wit and imagination, and her cast of charming animal characters including the iconic Peter Rabbit, Jemima Puddle-duck, Squirrel Nutkin and Mrs Tiggy-winkle.

“I feel much younger at thirty than I did at twenty...stronger both in mind and body” The Journal of Beatrix Potter, 1896

Now, 160 years later, Beatrix Potter’s legacy is stronger and more vibrant than ever.

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Tentpole moments In the lead up to Easter, an impactful OOH shopping centre and digital advertising campaign is expected to reach six million people, supported by POS material in retailers nationwide and an Easter basket influencer campaign.

March-April

Over the summer, an OOH campaign at train stations in top countryside destinations will reach families on holiday.

This will be supported by an art trail across Newcastle and Tyneside and multi-platform publicity.

July

The year’s activity will finish on a high, with a book and product Christmas advertising campaign highlighting the beautiful giftability of Beatrix Potter books and products.

October-December Background image: View over fields, from Beatrix Potter’s sketchbook, 1905. Reproduced by permission of Frederick Warne & Co. Ltd

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Above Peter Rabbit Collection PeterCrumpet Alexander Above: Beatrix Potter xwith Toasted Anniversary collection Left: Beatrix Potter x Gucci collection Right: Peter Rabbix x GUCCI

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Beatrix Potter 160th Anniversary Style Guide Blackberries & Roses: Beatrix Potter’s stories are closely connected to garden settings, many inspired by her own garden at Hill Top and the stately walled gardens of her era. This elegant design story features geometric trellis patterns, climbing flowers and fruit, character details, limited-colour damask prints, and decorative borders that echo the structured layout of traditional gardens with their paths, lawns, and flower beds.

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Master Pattern Tile BP_Victorian_TTOG_Master Pattern Repeat.ai 375mm x 370mm (Pattern can be scaled up or down depending on requirements.)

Beatrix Potter 160th Anniversary Style Guide Above: The Tailor of Gloucester, inspired by Beatrix Potter’s favourite Tale.

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Scan of original picture letter courtesy of Frederick Warne & Co. Ltd

“Now run along and don’t get into mischief” From The Tale of Peter Rabbit, 1902

The Tale of Peter Rabbit began life in 1893 as a letter to Noel Moore, the five-year-old son of her friend and former governess, Annie Moore. In the letter, Beatrix told the story of four rabbits: Flopsy, Mopsy, Cotton-tail and Peter.

Some years later, Beatrix borrowed the letter from Noel and worked up a plan to publish the story as a book.

After her first attempts to find a publisher were unsuccessful, she decided to publish it herself.

In 1902, following the success of her privately printed edition, Frederick Warne & Co published Beatrix Potter’s first commercial “little book”, The Tale of Peter Rabbit.

It was an immediate success, and Warne sold around 46,000 copies in the first 12 months. Beatrix and Warne soon began to work together to produce more little books. In total, Beatrix wrote 23 books, all of which were published by Frederick Warne & Co. between 1902 and 1930.

© Frederick Warne & Co., 2026

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2027

Penguin Random House Children’s will be hop-skip-jumping into 2027 with a dynamic, mischievous, and attention-grabbing year-round campaign to celebrate the 125th anniversary of Beatrix Potter’s most famous creation: Peter Rabbit.

With a firm focus on family audiences, the team will be embracing Peter’s fun-loving, outgoing nature.

Though activity will run all year, partners are invited to join a Month of Mischief in March, when Penguin Random House Children’s will deliver large-scale marketing activations and a stunt-led moment in the run-up to Easter – starring everyone’s favourite Easter bunny.

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Tentpole moments To kick off the 125th anniversary year, 125 special Peter Rabbit gift deliveries will be sent to 125 hand-picked influencers and creators with kids.

The Easter campaign will celebrate Peter’s mischief with a major stunt/installation in a high-family-footfall destination. There will be an online and offline advertising campaign with a mischievous lilt.

To round out the year, a series of heartmelting digital ads featuring families and their enduring love for Peter Rabbit will ensure the anniversary campaigns have emotional longevity way beyond 2027.

November-December Plus, a year-round mischievous, dopamine-boosting digital campaign

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Above: Peter Rabbit x Gap Collection Left: Pottery Barn Kids, Rainbow Designs, Childrensalon

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Above: Peter Rabbit x Peter Alexander Right: Peter Rabbit x Peace Bird

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Above: Peter Rabbit x La Vidriola Left: Peter Rabbit x Peter Alexander

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Above: Peter Rabbit x Skinny Dip Right: Peter Rabbit x Williams Sonoma & Pottery Barn

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Top row: The World of Beatrix Potter Attraction and Peter Rabbit Cafe Bottom row: Peter Rabbit Peninsula Hotel Afternoon Tea & Peter Rabbit Adventure with Historic Royal Palaces

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Peter Rabbit 125th Anniversary Style Guide Beatrix Potter first conceived Peter Rabbit in a picture letter to her Governess’ poorly child. To celebrate the 125th anniversary of Peter Rabbit, this guide mixes Beatrix’s own wonderful pen and ink illustrations and hand written narrative with the full colour artwork of the original printed book, creating a wonderful visual story for use on product – both in patterns and as placements.

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penguin.ventures@penguinrandomhouse.co.uk

World of Peter Rabbit Decorative Logo

World of Peter Rabbit Decorative Logo is a decorative device that can be used on the front of all packaging and product as a decorative device.

BEATRIX POTTER © Frederick Warne & Co., 2026.

Frederick Warne & Co. is the owner of all rights, copyrights and trademarks in the Beatrix Potter character names and illustrations.

Licensed by Frederick Warne & Co. Ltd. All Rights Reserved.

Brand Mark

The Peter Rabbit Brand mark is a brand device that must be included on all packagin It is more important that the Decorative Logo as is the official Brand Mark of Peter R This should be used for all collaboration logos.