Penguin Ventures teams with The Garden Museum and Hillier Gardens.
The Flower Fairies brand is looking to target new audiences this summer, with Penguin Ventures launching a series of family events.
The company has partnered with The Garden Museum and Hillier Gardens, with activity including an artwork exhibition and an interactive trail.
Running from today (August 8) until September 30, Flower Fairies: Botanical Magic at the Garden Museum will see a selection of Cicely Mary Barker’s illustrations exhibited.
Visitors will see original illustrations for more than 40 of her Flower Fairies designs, drawing extensively from the Frederick Warne Archive (part of Penguin Random House UK). There will also be previously unseen sketchbooks and drawings, together with her research materials and dress-up.
Younger visitors will also have the chance to dress up in fairy costumes and take part in a number of family friendly events including cookery workshops.
Meanwhile, running until September 3 is Sir Harold Hillier Gardens: The Flower Fairies Garden Trail. All visitors will receive a Flower Fairies Passport and set of wings to don as they begin their search, with the trail inspired directly by the art of Cicely. Young visitors will learn about the plants in the garden as they hunt for the magical fairy grotto.
“Our strategy for the Flower Fairies is to ensure that we are offering events and experiences that will engage children and adults alike, bringing Cicely Mary Barker’s artwork to life in ways that will appeal to family audiences,” explained Sarah Hulands, junior brand manager at Penguin Ventures.
“The Garden Museum is the perfect setting for the original Flower Fairies artwork and the team has worked hard to ensure that even the youngest fairy fans will enjoy their visit, while the Hillier Gardens have created the most magical interactive trail that will be enjoyed by all members of the family.”