Peter Rabbit hops into Lunar New Year with PRH

With the Chinese zodiac moving into the Year of the Rabbit, PRH Children’s is launching a range of Peter Rabbit-themed collaborations.

These include a global luxury hotel partnership, a high-end fashion collaboration and Peter Rabbit Weibo and WeChat channels. They follow the 120-year anniversary of Beatrix Potter’s The Tale of Peter Rabbit in 2022, during which the author’s Complete Collection of Original Tales was published in China.  

David Sprei, commercial director at Penguin Ventures, the licensing and consumer products team at Penguin Random House Children’s, said: “We have worked closely with CAA, our brand licensing agent for China and multiple markets across Asia, who have developed an incredible series of high-profile brand collaborations to launch during the Lunar New Year celebrations. These include a global luxury hotel partnership and an exciting new experience which will reach fans in key territories, both of which will continue to position Peter Rabbit at the heart of the consumer experience. 

“Thomas Merrington, our creative director, has overseen the production of a bespoke Year of the Rabbit style guide, which is being utilised by CAA and Penguin Random House China across all Peter Rabbit marketing activations locally, including the launch of a high-end fashion collaboration and a brand new campaign, ‘My Reading Time With Peter Rabbit’.”

Izzy Richardson, global brand director at PRH Children’s, said: “Peter Rabbit has a significant and fast-growing presence in China and across Asia and we look forward to celebrating the Lunar New Year with our colleagues at CAA and Penguin Random House China. Alongside the licensing activity we are incredibly excited to see new Peter Rabbit publishing launch in China this year, supported by extensive promotional activity in bookstores and online.  

“Building and engaging with our audiences online is key to our global strategy for The World of Peter Rabbit, and platforms such as TikTok, and our Peter Rabbit Weibo and WeChat channels will feature celebratory promotional activity throughout Lunar New Year. We will also celebrate the Year of the Rabbit on our global social platforms including Instagram, Facebook and Pinterest, alongside themed activities for families on our Peter Rabbit website.”

The Tale of Peter Rabbit is one of the world’s best-loved children’s books. The story has never been out of print since it was first published by Frederick Warne & Co (today an imprint of Penguin Random House) and has sold more than 46 million copies globally.