By Allison Watkinson
TLL Reporter
Penguin Ventures has appointed WildBrain CPLG as The World of Peter Rabbit’s North American licensing representative.
Under the terms of the agreement, WildBrain CPLG will manage the rights to the literary franchise’s licensing program across merchandise, promotions, digital media and live experiences.
Launching ahead of two milestone anniversaries for the franchise, the Peter Rabbit licensing program will work to expand the children’s property across multiple product categories.
These categories will include apparel, toys, games, home goods, gifting, décor and more.
“I am delighted to have made this appointment and am confident that this is the start of a long and fruitful partnership with Jasen and his team,” said Penguin Ventures commercial director, David Sprei. “It was evident early on that their understanding of the brand and ambitions to grow Peter Rabbit were very much aligned with our strategic and creative plans. This appointment comes at a pivotal time for WildBrain CPLG to take us through two key anniversary years and beyond and there’s already a few deals in the pipeline, so watch this space.”
First published by Frederick Warne & Co.(now an imprint of Penguin Random House), The World of Peter Rabbit is a literary children’s property that was created by author and illustrator Beatrix Potter.
Since its debut, The Tale of Peter Rabbit has sold over 46 million copies around the world and has been translated into 50 languages, having never been out of print since it was first released in 1902.
Managed in-house by Penguin Ventures and its network of sub-agents, The World of Peter Rabbit offers an extensive consumer products and experiences program that is represented in more than 110 countries across the globe.
In addition to the franchise’s flagship character, The World of Peter Rabbit also includes characters such as Jemima Puddle-Duck, Benjamin Bunny, Mrs. Tiggy-Winkle, Squirrel Nutkin. Flopsy, Mopsy and Cotton-tail.
“With a timeless heritage spanning over 120 years, The World of Beatrix Potter and beloved character Peter Rabbit have enduring appeal for families and kids around the world,” said WildBrain CPLG VP, Jasen Wright. “We are looking forward to working closely with David and his team at Penguin Ventures to leverage the significant licensing opportunities for this cherished property in the coming years.”
In 2026, Penguin Random House Children’s UK will be celebrating the 160th anniversary of Beatrix Potter’s birth.
This will be closely followed in 2027 by the 125th anniversary of the first published release of The Tale of Peter Rabbit.
Part of WildBrain Ltd., WildBrain CPLG is a global brand licensing agency that provides its clients with experienced licensing and marketing professionals and fully-integrated product development, legal and accounting services.
The agency offers its services in building consumer products and experiential licensing programmes to brands and IP across the entertainment, sport, corporate and lifestyle sectors.
Serving as the consumer products and experiences division at Penguin Random House Children’s UK, Penguin Ventures works alongside its partners to develop licensed merchandise, retail promotions, experiential activations, digital content and more.
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