The expanding world of Beatrix Potter
Leading family entertainment producer and distributor Chorion is further expanding the reach of the classic property The World of Beatrix Potter with new licensees, retail programs, and expanded product lines for Peter Rabbit across the US, UK, Australia and Asia.
The Tale of Peter Rabbit was first published in 1902 and has never been
out of print. The enduring appeal of Peter Rabbit, Jemima Puddle-duck,
Benjamin Bunny, Tom Kitten and other characters continues from one
generation to the next. Brand new animation is now in development for
Peter Rabbit including a TV series and specials.
The World of Beatrix Potter, worth over $500 million per annum worldwide at retail, now has a significant roster of over 350 high-profile licensees and programmes with leading retailers around the world.
Pottery Barn Kids in the United States has become a destination store for Peter Rabbit bedding, nursery décor, housewares and Easter products, with plans to continue and expand the range in 2011. The multi-award winning organic personal care products from EcoNatura Inc are now the number one baby toiletries line in Whole Foods stores. Peter Rabbit Organics fruit pouches are also currently performing strongly in Starbucks outlets across the US.
Australia, which has a strong publishing and licensing programme for The World of Beatrix Potter, will see a cross-category launch in Toys ‘R’ Us stores, featuring Peter Rabbit infant apparel, bedding, toys, feeding and hard goods such as strollers and high chairs, from August 2010.
The growth of The World of Beatrix Potter in Europe has also been reflected with the appointment of agents to introduce the classic characters to new audiences and grow licensing and merchandising programs. For the first time, Copyright Promotions Licensing Group (CPLG) is representing the property in France, Germany and Benelux, with Bulls Press acting as agent across Scandinavia.
The World of Beatrix Potter has enjoyed increased success in Asia in recent years, which is set to grow as 2011 welcomes the Year of the Rabbit and the 40th anniversary of the publication of the Japanese-language Peter Rabbit books – commemorative events are set to begin this summer.
Tamra Knepfer, EVP, brand management and marketing, commented: “Beatrix Potter’s classic tales have been treasured additions to nursery shelves all over the world for over 100 years. They are still incredibly popular, with four books sold every minute somewhere in the world! Publishing and licensed products are evergreen performers as the brand continues to command retail space each year. We’re delighted with the brand’s success around the world and welcome our new licensees and agents as the property continues to grow.”
Chorion will be at stand 3264 at the International Licensing Expo. This is the first time that Chorion is representing The World of Beatrix Potter domestically in the US market.
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