Licensing News

The Mischievous Peter Rabbit Meets MORI with an Exclusive Clothing Collaboration

MORI Peter Rabbit

MORI – the award-winning sustainable baby and toddler lifestyle brand – has launched a collaboration with the much-loved World of Peter Rabbit in a licensed deal executed by Penguin Ventures on behalf of brand owner and Beatrix Potter publisher, Frederick Warne & Co (now part of Penguin Random House). The charming keepsake collection of day and sleepwear, which is full of delightful fun and adventure for newborns up to 5 year olds, is now available and is sure to be adored by fans of Peter Rabbit, young and old!


Inspired by Beatrix Potter’s love of nature, the sleepwear range features Peter Rabbit within an enchanting all over botanical print. Key elements from The Tale of Peter Rabbit story feature too, including the temptingly tasty vegetable patch goodies that got him into so much trouble, the sparrows who rescued a trapped Peter Rabbit, and Mr. McGregor’s watering can, which proved to be a perfect hiding spot for the mischievous rabbit!


Akin Onal, Founder of MORI, says, “We’re so excited to share our latest collection, Peter Rabbit by MORI, with our customers and the world. It has been a joy to design and to get back reading these classic stories. So many of us grew up listening to our parents read us the Beatrix Potter stories at bedtime and have such fond memories of those moments, that we are now sharing these wonderful tales with our own children. Those bedtime moments are really special and we saw an opportunity for MORI to bring Peter Rabbit to life with a unique print that is soft and sensitive like our fabrics, and playful like Peter Rabbit. Now little ones can experience the softness of MORI with their favorite bedtime story character.”


Lindsay Pearl, Head of International Licensing at Penguin Ventures says, “MORI values quality, design and being able to delight families and so are the perfect partner to create this wonderful new collection of Peter Rabbit day and sleepwear. We are so excited to be working with MORI on this worldwide launch and to be able to bring such a playful assortment of clothing to Peter Rabbit fans around the world!”


Made from MORI’s signature bamboo and organic cotton fabric, the sleepwear collection includes a zip-up sleepsuit, pajamas long sleeve bodysuit and a 1.5 TOG front opening sleeping bag.


The collection for daytime adventures is equally endearing, and includes a collared blue cardigan ($35) inspired by Peter Rabbit’s famous jacket! Made with a ribbed fabric for all day comfort, MORI’s Peter Rabbit print features on the cuffs, pocket and lining, and is completed with coconut shell buttons.


The daytime collection also comprises an ecru organic cotton sweatshirt with Peter Rabbit motif. An ideal keepsake gift, the collection includes a bodysuit and leggings set and Peter Rabbit cardigan, bodysuit and leggings set.


The limited edition Peter Rabbit x MORI collection is available globally online at