Cross category product range hitting stores this spring following deal with Silvergate.
A cross category Classic Peter Rabbit product collection is launching in Mothercare stores next month.
The tie up – secured by Penguin Random House’s global licensing agent for the Peter Rabbit brand, Silvergate – has been described by Mothercare’s Barbara Robinson has one of the retailer’s most ambitious licensed character programmes in recent years.
The range includes clothing, bedding, gifts, books, plush and nursery toys, cards and wrap. Most of the product has been designed exclusively for Mothercare, with a product refresh planned for the autumn.
A cross category window focusing on bedding, clothing and toys will run across 100 branches from March 10 to April 6, with a larger window display in the Oxford Street store.
Mothercare will back up the product with a series of social media pieces, including a ‘Find Peter Rabbit’ online competition, plus a Facebook Lookbook album and Instagram, Twitter and Pinterest articles.
A special storytelling telling event will also be held in the Manchester Fort store on March 12, including a meet and greet with Peter Rabbit.
Barbara Robinson, head of licensing and character at Mothercare, told The Source: “We are very excited about the opportunity to relaunch Classic Peter Rabbit in Mothercare – I believe it is a natural fit for us.
“It is a very appealing brand that will resonate with our core customers, with a wealth of beautiful imagery, iconic characters and the heritage that comes from a trusted British brand.
“We are proud to be associated with Beatrix Potter to celebrate her 150th anniversary – a truly inspirational and pioneering woman.”
Thomas Merrington, head of product development and brand manager for Peter Rabbit at Penguin Random House, added: “When Mothercare came to share their ideas on a Beatrix Potter range we knew they would create something special.
“Working directly with Mothercare and a range of fantastic licensees together with Silvergate Media, this 150th anniversary collection in celebration of the birth of Beatrix Potter is truly stunning. From the smallest details on the embroidery to the carefully created packaging, this collection is sure to delight any new parent.”
