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New collaborations hop across key categories during Beatrix Potter’s 160th anniversary and ahead of Peter Rabbit’s 125th anniversary in 2027.
London & New York – May 14, 2026 – Penguin Ventures, the global consumer products team at Penguin Random House Children’s UK, and WildBrain CPLG, a trusted licensing partner for leading brands worldwide, have announced a slate of new licensing collaborations for The World of Peter Rabbit™ across the U.S. and Canada. WildBrain CPLG represents The World of Peter Rabbit™ on behalf of brand owner and Beatrix Potter’s original publisher, Frederick Warne & Co.
With Beatrix Potter celebrating its 160th anniversary this year, and Peter Rabbit’s 125th anniversary in 2027, the expanded consumer products program brings Beatrix Potter’s timeless literary characters to life for families and fans with new apparel and accessories, homeware, gifting, digital products and more.
“As The World of Peter Rabbit approaches its incredible 125th anniversary, we’re entering an especially exciting chapter for the brand. The continued enthusiasm from fans, retailers and licensing partners alike underscores the enduring relevance of Beatrix Potter’s storytelling. We have ambitious plans in place designed to inspire the industry, unlock new creative opportunities and reimagine Peter Rabbit for today’s audiences in meaningful ways.”
David Sprei, Commercial Director at Penguin Ventures
“The strength of this programme lies in its breadth and long-term vision. By working with best-in-class partners we’re building on the strong momentum for The World of Peter Rabbit in the U.S. and Canada—grounded in the brand’s rich literacy legacy. With beautifully crafted products already in the market and an exciting pipeline ahead, we’re perfectly positioned to hop confidently into Peter Rabbit’s 125th anniversary and beyond.”
Jasen Wright, Vice President, North America at WildBrain CPLG
The World of Peter Rabbit expands across products and experiences
A broad slate of new product launches is rolling out across categories. Posh Peanut has debuted a bamboo sleep and apparel collection, with signature prints featuring beloved The World of Peter Rabbit characters and garden scenes, thoughtfully designed for soft, everyday comfort. E‑Play Brands has introduced a baby apparel collection, while Bentex has unveiled a new apparel range for kids, both inspired by Beatrix Potter’s classic illustrations.
Children’s Apparel Network has rolled out an expanded The World of Peter Rabbit line at retail with Gymboree, debuting with an exclusive ‘Story Time with Peter Rabbit’ event hosted in New Jersey this spring. The experience featured a special appearance from Peter Rabbit himself, with families also receiving a complimentary classic storybook when purchasing items from the collection. Extending its digital presence, The World of Peter Rabbit has expanded its collaboration with Paperless Post with the launch of the ‘Peter and Pals’ digital card collection, supported by a dedicated social media campaign.
Looking ahead to Fall, Scoots Baby will debut bamboo sleepwear, apparel and accessories, alongside a new homewares collection from Blue Sky Clayworks. Further launches, set for 2027, include an infant nursery range from Lambs & Ivy, seasonal plush from Dan Dee International, and youth sleepwear from Komar Kids.
The World of Peter Rabbit also continues to grow existing collections with a strong roster of cross‑category partners, including Pottery Barn, Kids Preferred, Franco, Zrike, Meri Meri, Happy Threads, Old World Christmas, and more.
To learn more about licensing opportunities for The World of Peter Rabbit, visit the WildBrain CPLG team at Las Vegas Licensing Expo (May 19-21) at booth #J204.
For more information, please contact:
Louisa Danquah
Marketing & Communications Specialist, Global Partnerships & Licensing, WildBrain louisa.danquah@wildbrain.com
About Peter Rabbit™ and Beatrix Potter
The Tale of Peter Rabbit is one of the world’s best-loved children’s books and was originally written by author and illustrator, Beatrix Potter in a picture letter in 1893. It was first published by Frederick Warne & Co. (today an imprint of Penguin Random House) in 1902 and the story has never been out of print since, selling in excess of 46 million copies worldwide. Today over 2 million of Beatrix’s books are sold globally every year, whilst Peter Rabbit has appeared on books and merchandise in more than 110 countries throughout the world.
In 2026, we are celebrating 160 years since Beatrix Potter’s birth. This will closely be followed in 2027 by the 125th anniversary of Peter Rabbit (marking 125 years since we first published Beatrix Potter’s The Tale of Peter Rabbit).
Penguin Random House Children’s is committed to growing and protecting The Peter Rabbit™ brand. The World of Peter Rabbit™, one of the world’s largest literary based consumer products and experiences programmes, is managed in-house by Penguin Ventures.
PETER RABBIT™ © Frederick Warne & Co. 2024. PETER RABBIT and BEATRIX POTTER are trademarks of Frederick Warne & Co., a Penguin Random House Company. All rights reserved.
About Penguin Ventures
Penguin Ventures is the Consumer Products & Experience team at Penguin Random House Children's UK. We manage and exploit a portfolio of iconic literary brands and characters including PETER RABBIT; THE SNOWMAN; SPOT; FLOWER FAIRIES; THE WORLD OF ERIC CARLE and Tom Fletcher's WHO'S IN YOUR BOOK?
We find new ways to tell the world's favourite stories off the page by creating strategic partnerships in product licensing, retail and promotions; location-based experiences including immersive, theatrical and exhibitions, and across the digital landscape.
About WildBrain CPLG
At WildBrain CPLG, we believe that collaboration is about clarity, openness and trust. Offering more than 50 years of expertise in building highly successful consumer products and location-based entertainment programmes, we are a trusted licensing partner for leading brands worldwide across the entertainment, sport and lifestyle sectors. WildBrain CPLG combines the strength of global reach with local expertise to achieve the very best results for partners, with more than 20 offices serving the UK, Europe, India, the Middle East, China, Asia Pacific and the US. Our passionate teams consistently challenge themselves to explore, innovate and implement fresh ideas and opportunities for partnerships, activations, creative and business processes. WildBrain CPLG is part of WildBrain Ltd., a global leader in family entertainment, offering 360° expertise across Franchise & Global Licensing, Content, and the WildBrain Network. For more information, please visit us at cplg.com.