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Spotlight on…Beatrix Potter
Beatrix Potter was an astonishing writer and illustrator and later in life became the cornerstone of the National Trust. But while her characters, from Peter Rabbit to Mrs Tiggy-Winkle, have spawned an enduring licensing programme gracing countless products, very few people know that her very first licensing agreement was for greeting cards. With the World of Beatrix Potter as the theme for The Retas 2024 greeting card retail awards and her enduring characters gracing the keepsake bag at PG Live this year, PG indulged in a wondrous Potter-fest.
A Woman Before Her Time While there’s no doubt that Beatrix Potter’s most famous character is Peter Rabbit, it was actually another rabbit, Benjamin Bouncer, with whom Beatrix first found success – and it was through greeting cards that Miss Potter first chose to share her endearing artwork with the world.
Beatrix Potter made her first Christmas cards for her family in 1889, which featured Benjamin Bouncer, her pet rabbit. Encouraged by the family, Beatrix and her brother Bertram looked at purchasing a
Above: Beatrix Potter was a woman ahead of her time Right: Benjamin Bouncer appeared on Beatrix Potter’s first greeting cards published in 1890 by Hildesheimer & Faulkner. Left: Cardology, one of the current day licensees which continues Beatrix’s legacy, won a Licensing Award for its 3D Peter Rabbit cards. Below: Just a few of Beatrix’s enduring characters.
printing machine so they could print the cards commercially. The printing machine cost £16, but they were short by £6. Beatrix’s Uncle Harry (who was the English chemist, Sir Henry Roscoe), suggested that the cards were of such quality ‘any publisher would snap at’ and encouraged her to try to sell them. With this in mind, Beatrix prepared six more designs for cards, based again on Benjamin Bouncer. She sent them to a list of five publishers, starting with the company Marcus Ward, but they were promptly returned. Bertram then delivered the pictures to Hildesheimer & Faulkner himself. The following day a cheque for £6 arrived and a request to the ‘gentleman artist’ for more sketches. Uncle Harry offered to take Beatrix to the offices of Hildesheimer & Faulkner to show
them her new designs – this was Beatrix’s first business meeting and she did the negotiations herself, virtually unheard of in those days. Her designs were published in 1890, first as Christmas and New Year cards, and then as illustrations, featuring alongside a set of verses by Frederic E Weatherly. Offering inspiration to many current day would-be card publishers and artists, Beatrix was just 24 years old at the time. BEATRIX POTTERTM © Frederick Warne & Co., 2024. Images courtesy of the Frederick Warne Archive
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