Licensing News

‘Peter Rabbit 2’ Announces Partners Aheads of 2020 Sequel Film


Penguin Ventures (part of Penguin Random House), in collaboration with Sony Pictures Consumer Products, announced the lead UK licensing partners for Peter Rabbit 2, the sequel to 2018 box office success Peter Rabbit, from Columbia Pictures and Sony Pictures Animation.


The new movie will see the return of Peter, his sisters Flopsy, Mopsy, and Cotton-Tail and cousin Benjamin as they embark on an adventure, meeting some new characters along the way. The first Peter Rabbit movie grossed more than $351 million at the global box office in 2018.


Penguin Ventures, acting on behalf of Frederick Warne & Co. Ltd (Beatrix Potter’s original publisher and the home of Peter Rabbit and the Beatrix Potter brand) have already secured licensees in key product categories for the upcoming film.


Lindsay Pearl, softlines category manager for Penguin Ventures, said, “There’s a huge sense of excitement surrounding Peter Rabbit 2 following the success of the first movie and the reaction from retailers and licensees has been incredibly positive.  We’re thrilled to have signed so many great licensees at this stage.”


Rainbow Designs is confirmed as plush licensing partner and will offer a plush series including new characters from the new movie. Whitehouse Leisure will also produce a range of leisure plush. World of Confections is confirmed for sweets, while Solent has been signed for personal care including tissues and a dental range.


Lead publishing partner Puffin (part of PRH Children’s) will launch a range of tie-in book formats. Phidal renews its license for the popular Busy Book format. Redan will also create a one-shot magazine.


For apparel, Aykroyds & Sons and TDP Textiles is on board for nightwear (children and adults), swimwear, and underwear (children). TV Mania will launch a range of children’s daywear, and Smiffys will create a series of dress-up options. Dinoski will offer a ski suit plus thermal wear. DNC will produce a range of homewares.


Penguin Ventures, together with Sony Pictures UK, will collaborate with Cadbury for the second time to launch a high-calibre licensing campaign and in-store activations in key accounts across the UK to support the movie launch. Last year saw a series of high-profile promotional partnerships launch in support of the first movie, and the second movie will follow suit, with more to be announced soon.


Penguin Ventures has also appointed global licensing agents in Australia and New Zealand and Japan. Haven recently signed Jasnor for plush and Showtime for mall events in Australia and New Zealand.


Peter Rabbit 2 is directed by Will Gluck, produced by Will Gluck and Zareh Nalbandian, and written by Will Gluck & Patrick Burleigh.