Nursery Today magazine

A Licensing Legend – 150 Years of Beatrix Potter

2016 has been an incredible year for Penguin Ventures (part of the Penguin Random House Group) who, together with licensing agency Silvergate Media, manage the Beatrix Potter brand.  

Throughout 2016 key partners and licensees have been encouraged to commemorate the 150th anniversary of the birth of Beatrix Potter, one of the world’s best-loved children’s authors and a pioneer of licensing.  Peter Rabbit is the oldest licensed literary character, a programme that Beatrix herself launched following the success of her The Tale of Peter Rabbit, which published in 1902.

Through a series of exciting announcements, celebratory partnerships and commemorative merchandise Penguin Ventures and Silvergate Media have offered an insight to the woman who’s legacy has left a lasting impact on so many both in the UK and around the world.

Thomas Merrington, Head of Product Development and Brand Manager for Peter Rabbit at Penguin Ventures said: ‘We’ve had an amazing year so far. Our licensing partners, both old and new have really embraced the anniversary and developed some truly fantastic celebratory products and events. The response from consumers has been wonderful and allowed us to expand into new retailers and premier attractions across the UK & Internationally. We also have some incredibly exciting events planned to round off the anniversary year which are sure to delight fans of all ages.’
Ron Allen, SVP Commercial at Silvergate Media said: ‘The response has been tremendous. The 150th Anniversary has been the perfect opportunity for our licensees to create beautiful new collections for Beatrix Potter fans.  We’ve seen superb in-store execution from our retail partners, and innovative marketing campaigns.  We’re delighted by the support they’ve all given us, and there is still more to come.’

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