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Spotlight On... Peter Rabbit’s 120th Anniversary
Peter Rabbit: The Lowdown l The Tale of Peter Rabbit, one of the world’s best loved children’s books, has never been out of print since it was first published by Frederick Warne & Co. in 1902. l The book has sold in excess of 46m copies globally, and today, over 2m of Beatrix Potter’s ‘little books’ are sold worldwide every year. l Globally, Peter Rabbit has appeared on books and merchandise in more than 110 countries. l Managed in-house by Penguin Ventures, The World of Beatrix Potter remains one of the world’s largest literature-based licensing programmes.
insulated bottle bag to our multi-award winning baby collection, which continues to be a firm favourite with a whole new generation of Peter Rabbit fans.” As she explains: “Enesco has held a Beatrix Potter licence for over 30 years, with our licensing manager, Wendy Addison, involved from the outset. This has led to a great understanding of the brand, which in turn results in some fantastic product development. At Spring Fair, we will have a large feature area dedicated to Beatrix Potter and the anniversary.” Adds Helen: “In addition, 2022 is also the 20th anniversary of our collaboration with Jim Shore, and we will be showcasing the latest additions to the Beatrix Potter by Jim Shore collection, which features a new mini size range, plus full size figurines. It’s sure to be as popular as the initial launch, which sold out in 2021.” Meanwhile, riding on the back of their hugely successful licensed range of Beatrix Potter 'pot’ accessories launched in Spring 2019 (under their multi award-winning brands Potty Feet, Cane Companions and Pot Buddies), is Jardinopia, which has recently been awarded a strategic global licensing contract by Penguin Books to produce a full range of Beatrix Potter gardening products. These include an adult and children’s range of garden tools and gardening wear (including gloves, gauntlets,
kneelers, hip and shed tidies, aprons and gardening bags), seed products and a range of Eco-Pots made from bamboo and recycled plastic bottles. In all, over 50 lines will be launched at Spring Fair and Top Drawer in February this year, with a further 100 lines launched throughout 2022 across multiple garden product categories. ''We’re delighted to be working so closely, and at such a strategic level, with Penguin to create a wide range of innovative, high quality garden products for the Beatrix Potter franchise,” comments Jardinopia’s ceo Andrea Barnett. “We are focused on producing a differentiated range with strong environmental credentials, while at the same time attempting to get as many children Above left: Enesco’s Beatrix Potter by Jim Shore collection. Above right: A Jardinopia Eco-Pot that is made from bamboo. Below: Peter Rabbit giftware from Fizz Creations.
Some Of 2022’s Celebratory Events... l Peter Rabbit’s role as children’s ambassador for the Queen’s Green Canopy will see Peter
supporting tree planting initiatives throughout the year, while celebratory Picnics for Peter will take place during the summer supported by key partners at locations throughout the UK. l There will also be a programme of experiential activations in the UK offering families immersive events throughout the year, to include a brand new Peter Rabbit Story Time Trail which launches in March. l In addition, there will also be a brand new stage production, Happy Birthday Peter Rabbit, launching at the World of Beatrix Potter attraction in the Lake District this summer.
interested in gardening and the outdoors as possible'.” Fizz Creations too, has a new collection of licensed gifts featuring Peter Rabbit. The range includes keepsake gifting as well as lighting and children’s games. It also has an exclusive launch this Easter with one of the major supermarkets. “Peter Rabbit is such an iconic character that has enchanted families for nearly 120 years, so we really wanted to create a collection of gifts that was sympathetic to the brand and used the traditional Peter Rabbit style but with a modern Fizz twist,” explains marketing manager Zoe Ryan. “Our current range launched just before Christmas and is already selling well for the anniversary year. We are also really excited to have worked with a major retailer and will be launching an exclusive Easter collection in Spring, focused heavily on gifting and games.” “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 will be invited to celebrate with Peter in 2022.” Progressive Gifts & Home Worldwide
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