Penguin Ventures and Sony Pictures Consumer Products have announced the lead UK licensing partners for Pater Rabbit 2.
Penguin Ventures, Acting on behalf of Frederick Warne & Co. Ltd, Beatrix Potter’s original publisher and the home of Peter Rabbit and the Beatrix Potter brand, Penguin has secured high calibre licensees in key product categories for the upcoming film, a sequel to 2018’s Peter Rabbit which grossed £268m at the global box office.
The licensing programme will cover all the key categories, from apparel and plush, to homewares, confectionery and, of course, publishing.
Lindsay Pearl, Softlines Category Manager for Penguin Ventures says: “There’s a huge sense of excitement surrounding Peter Rabbit 2 following the success of the first movie and the reaction from retailers and licensees has been incredibly positive.
“We’re thrilled to have signed so many great licensees at this stage and we’re looking forward to catching up with our international agents and licensing partners at BLE and meeting new licensees for Peter Rabbit 2.”
Rainbow Designs is confirmed as plush licensing partner and will be releasing a series of plush including additional characters that feature in the new movie, while Whitehouse Leisure will be producing a range of leisure plush. World of Confections is confirmed for sweets and Solent has been signed for personal care, including tissues and a dental range.
Lead publishing partner Puffin – part of Penguin Random House Children’s – will launch a range of tie-in book formats, with Phidal renewing its license for the popular Busy Book format and Redan producing a one-shot magazine.
For apparel, Aykroyds & Sons and TDP Textiles will be producing nightwear for children and adults and swimwear plus underwear for children, TV Mania will be launching a range of children’s daywear and Smiffys will be creating a series of dress up options. Dinoski will be launching a ski suit and thermal wear. DNC will produce a range of homewares.
Penguin will also be collaborating with Cadbury for a second time for a licensing campaign and in-store activations in key accounts across the UK to support the launch of PETER RABBIT 2 the movie. Last year saw a series of high-profile promotional partnerships launch in support of the first movie, and the second movie will follow suit, with more to be announced soon.
Penguin Ventures have also appointed global licensing agents in Australia and New Zealand and Japan. Haven has recently signed Jasnor for plush and Showtime for mall events in Australia and New Zealand.