Blair Partnership to represent 'Peter Pan' and Neverland for Great Ormond Street

The Blair Partnership will represent Great Ormond Street Hospital (GOSH) Children’s Charity to "build out the unique and vast opportunities" of J M Barrie’s children’s classic, Peter Pan, and the world of Neverland, to be managed outside the charity for the first time.

The Blair Partnership will work with GOSH  on franchise opportunities for Neverland across publishing, live experiences, consumer products, film, TV, gaming — among other platforms — with funds raised supporting seriously ill children treated at GOSH.

J M Barrie gifted the rights to GOSH in 1929 and since then the franchise has been managed internally by the team at the hospital and this is the first time an agency will work on it.

"For 120 years, his adventures and battles against arch-enemy Captain Hook have enchanted children and adults alike, and the story continues to benefit the hundreds of families who come to GOSH for life-saving treatment every day," The Blair Partnership said. The new deal means the agency will help GOSH to "build out the unique and vast opportunities" of Barrie’s work to raise funds.

Money raised via the partnership will help fund the hospital’s most urgent needs including state-of-the-art medical equipment, support services for children and their families, pioneering research and essential rebuilding and refurbishment of hospital wards and buildings.

Neil Blair, founding partner of The Blair Partnership, said: "Here at The Blair Partnership we are uniquely placed to develop the potential offered by the universally known, and incredibly fascinating world of Neverland—inspired by the much-loved children’s classic Peter Pan—to become one of the world’s most imaginative and cherished entertainment properties for future generations."