Licensing News

Cutting-Edge Meets Classic with Dreamland Baby’s First-Ever Peter Rabbit Design Collaboration

Peter Rabbit Dreamland Collection

Known for its innovative line of weighted sleep sacks and blankets for babies and toddlers, Dreamland Baby has announced its first-ever licensed collection with The World of Peter Rabbit during the 120th anniversary year of this iconic and much-loved children’s character. The collection has been launched under license from Penguin Ventures (the licensing team at Penguin Random House Children’s) on behalf of brand owner Frederick Warne & Co.


Enabling parents to design baby’s full nursery, the Dreamland Baby x The World of Peter Rabbit Collection includes:


· Dream Weighted Swaddle: $89
· Dream Weighted Sleep Sack: $89
· Dream Weighted Transition Swaddle: $89
· Dream Pajamas: $30
· Dream Fitted Crib Sheet: $36

And for those – like us – who never outgrew Beatrix Potter’s famous stories, Dreamland Baby x The World of Peter Rabbit has the Dream Weighted Blanket ($99) for kids ages 3-8. The company will also offer gift sets that include a classic Peter Rabbit board book.


“Beatrix Potter first introduced wide-eyed children to Peter Rabbit in the early 1900s. And since then, the iconic brand has become a mainstay in children’s nursery decor and nighttime routines,” says Tara Williams, Founder and CEO, Dreamland Baby. “We are excited to mix the modern and the traditional and offer parents our innovative weighted products (and more) in these classic prints.”


Lindsay Pearl, Head of International Licensing at Penguin Ventures (part of Penguin Random House Children’s) said, “We are delighted to have signed Dreamland Baby in this exciting new collaboration for The World of Peter Rabbit. Their innovative sleep products are designed to meet the needs of new parents, offering a solution-first approach in their execution and will bring Peter Rabbit to a new generation of little bunnies. A brilliant new addition to our Peter Rabbit offering in North America during the birthday year.”


Developed in partnership with pediatricians, NICU nurses and certified sleep consultants, Dreamland Baby’s CoverCalm Technology evenly distributes weight from shoulder to toe, harnessing the power of deep touch stimulation. This gentle weight helps babies feel calm, fall asleep faster and stay asleep longer. The weight is 10% or less of baby’s weight and does not restrict movement allowing baby to roll, sit up, stand up, anything they could do in a non-weighted sleep sack. The International Hip Dysplasia Institute acknowledges the Dreamland Baby Weighted Swaddle as a “hip-healthy” product when used as directed.


A recent survey of more than 500 customers found that Dreamland Baby’s wearable weighted blankets are a game changer for sleep-deprived parents. The survey found that 100 percent of parents received an additional 30 minutes to four hours of sleep a night! Full data can be found here.


The Dreamland Baby x The World of Peter Rabbit Collection is now available online at and at select retailers including Target, Nordstrom and Babylist.