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Spotlight On... Peter Rabbit’s 120th Anniversary
Happy Birthday With 2022 the year of Peter Rabbit’s 120th birthday, Penguin Random House Children’s will be celebrating the anniversary with an adventurous, fun filled campaign that’s full of Peter’s traditional mischievousness. PG&H took a peek to see who is doing what in licensed giftware. Beatrix Potter’s The Tale Of Peter Rabbit was first published in 1902 by Frederick Warne & Co., (now an imprint of Penguin Random House), with the iconic rabbit in a blue jacket going on to win the hearts of millions of children and adults across the globe based around his antics in Mr McGregor’s garden. As Peter Rabbit’s 120th birthday gets underway, Penguin Ventures, (the licensing team at Penguin Random House Children’s), highlights that it will be growing existing product ranges during 2022, with special commemorative ranges launching across gifting categories, plush and apparel. “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 at Penguin Ventures. “We’ve been delighted with the
way in which licensees, promotional partners and retailers are supporting this milestone moment, helping to create memories for existing and new Peter Rabbit fans alike, be that through products, experiences or events.” Among the giftware licensees is Rainbow Designs, with managing director Anthony Temple explaining: “Beatrix Potter’s much-loved Peter Rabbit has been an integral part of our Rainbow family for over 45 years now, and it is absolutely no surprise that this cherished, fun-loving bunny has stood the test of time and is now celebrating a momentous 120-year anniversary. Over the years we have embraced the values and integrity of Peter Rabbit and created joyful, inspiring soft play, nursery and toy ranges, including our best-selling Once Upon a Time and Signature collections for little ones’ early years journey.”
He continues. “For 2022, and in celebration of 120 years of Peter Rabbit, we will be adding a new collection of ‘forever toys’, to our best-selling Once Upon a Time range - playful wooden toys that include a Peter Rabbit and Flopsy Bunny pull-along, a colourful wooden building blocks set, a 5 piece wooden shape puzzle and a 28 piece domino set, all featuring Beatrix Potter’s timeless, nostalgic illustrations of Peter Rabbit and his friends.” Another long-term licensee is Enesco, which is celebrating Peter Rabbit’s special anniversary with a new product launch featuring a Running Peter figurine - a limited edition of only 1,200 pieces. “At £35 SRP this will be in huge demand,” states Enesco’s marketing & product director Helen Cottrill. “We have also added an essential
Above left: The Tale of Peter Rabbit Above: A pull-along Peter Rabbit from Rainbow Designs. Left: Lots of exciting Peter Rabbit 120th anniversary celebrations will be taking place this year.
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