In-store activations, scavenger hunts and film merchandise take over department store.
Harrods has teamed up with Sony Pictures for a month-long campaign of activity around the release of the Peter Rabbit movie.
The luxury Knightsbridge department store has put together a number of in-store activations for all ages – from exclusive product and retail theatre through to visual merchandise presentations.
The Brompton Road windows have been adorned with Peter Rabbit displays, with each window representing scenes from the movie. Thanks to some technology trickery, one window will even enable customers to see their reflection grow a pair of bunny ears.
From March 10 until March 31, every weekend from 12-5pm, Harrods Toy Kingdom will host a series of Peter Rabbit scavenger hunts for Harrods customers to experience the mischief of Peter Rabbit, where children will help the Harrods Security Guard track down missing artefacts and find the culprit.
Harrods will also be celebrating exclusive film merchandise, which can be found in Pop Ups portraying allotment gardens inspired by the film, in Harrods Gift Shop and Toy Kingdom.
Preparations for the collaboration began with Sony Pictures in 2016, with Harrods helping to create a replica Toy Department off-site. Filming subsequently took place through two nights across the store in March 2017.
Thomas Merrington, creative director for Penguin Ventures (part of Penguin Random House), told The Source: “The Harrods X Peter Rabbit movie collaboration beautifully brings together two of Britain’s most iconic brands in a brilliantly immersive and contemporary way.
“Fantastic product from some of our best licensees has been showcased prominently both in store and online by Harrods and we’re delighted at the opportunity this has afforded our partners.”
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