With an incredible legacy that has endured since 1902, we wanted to use this milestone for the brand to celebrate Peter Rabbit’s continued relevance and resonance with today’s families," said Izzy Richardson, global Owned Brands director at PRH Children’s. 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. This year's best chocolate advent calendars offer something for everyone, from fun calendars aimed at kids to more sophisticated truffle and caramel-filled goodies for the grown-ups.

Happy Birthday Peter Rabbit", a new stage production, will be launching at the World of Beatrix Potter attraction in the Lake District next summer. The show encompasses music, puppetry and live action experiences. Penguin Random House Children's is to launch a programme of commemorative publishing next year, in celebration of the 120th anniversary of Beatrix Potter's The Tale of Peter Rabbit. SAFE FOR PLAY TOY CALENDAR: Peter Rabbit figures painted with colourful non-toxic paint, this wonderfully imaginative fun childrens advent calendar that girls and boys will love to play with is hardly going to see the inside of the toy box! Great for enhancing a child’s concentration & attention span while getting them excited for Christmas Day. All Orange Tree toys are tested both in-house during production and independently to meet European safety standards. Suitable from age 12 months+ Our ambitious, year-long series of birthday celebrations will enable us to connect parents, young children and fans with The World of Peter Rabbit, helping to continue Beatrix Potter’s legacy for a new generation. Through new immersive experiences, digital and social content, consumer products and publishing, everyone is invited to celebrate with Peter in 2022.”

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. Susan Bolsover, global licensing and consumer products director at Penguin Ventures, said: “The birthday moment presents a fantastic opportunity for both our existing licensees as well as new partners in the UK and other key international territories. We have been delighted with the way in which licensees, promotional partners and retailers are supporting this milestone moment helping create memories for existing and new Peter Rabbit fans alike be that through products, experiences or events and there is much more to look out for in 2022." The Owned Brands team at Penguin Random House Children’s will be paying tribute to Potter's legacy, in addition to honing in on Peter Rabbit’s "trademark mischievousness". In his role as children’s ambassador for the Queen’s Green Canopy, a tree planting initiative launched for the monarch's platinum jubilee, the campaign will be supporting tree planting schemes throughout the year, while celebratory picnics for Peter will take place during the summer, supported by key partners and at locations throughout the UK. Penguin Ventures has also confirmed a programme of experiences in the UK, offering families immersive events throughout the year. A Peter Rabbit Story Time Trail will launch in March, and tour libraries and gallery spaces across the country, with venues booked up until July 2023. Penguin Ventures, the licensing team at PRH Children's, will be growing a number of existing product ranges throughout 2022 in the UK, including new apparel collections with expanded retail placement from Dennicci, as well as new gardening lines from Jardinopia.

With the Chinese zodiac moving into the Year of the Rabbit, PRH Children’s is launching a range of Peter Rabbit-themed collaborations. Outsidethe UK, celebrations will include a major touring exhibition of Potter’s original Peter Rabbit artwork in Japan with exhibition partner Toei, marking the first time the collection will have left the UK. The exhibition will tour three major cities from March through to November and is expected to attract more than 160,000 visitors, supported by a national media campaign. 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. Each month in the exclusive calendar is marked with national holidays and notable dates, and includes an overview of the previous and next months. Staple-bound with a pre-punched hanging hole, the designer calendar is a stunning collector's item with many other items also available in the stylish Peter Rabbit range, including diaries, organisers and notebooks. Type Additionally, a new permanent Peter Rabbit English Garden will open at Fuji Motosuko Resort in a deal brokered by Sony Creative Products with Fujikyuko CoLtd. The attraction will include a café, shop and museum. A new Japanese publishing partner, Hayakawa, has also been confirmed.

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Meanwhile,the first Peter Rabbit-themed entertainment parties will launch in 2022, in a new deal with children’s party entertainersCaptain Fantastic, combining party games, magic and plenty of Peter Rabbit’s trademark mischief. 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’.” In addition, homeware brandDNC willlaunch picnicware and online retailerMy First Years is signed for personalised infant products. A number of special commemorative ranges will also launch.