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My 1st Years to develop The World of Peter Rabbit DTR range

My 1st Years has partnered with The World of Peter Rabbit to develop a DTR range, in a deal executed by Penguin Ventures on behalf of Frederick Warne & Co.

Following the success of the print on demand personalised product range featuring Peter Rabbit from official licensees, My 1st Years will now develop a direct to retail range to expand the offering of bespoke products.

This marks the first time that My 1st Years has worked directly with a licensor on development.

The cross category offering will include apparel and fashion accessories from Dennicci, nursery and homeware, stationery and gifts, all of which can be personalised by consumers and ordered directly online.

“Our DTR for print on demand and personalised products with My 1st Years is not only a fantastic addition to The World of Peter Rabbit licensing family, but will provide gifters with a great opportunity to purchase something truly unique for even the littlest of Peter Rabbit fans this Christmas,” commented Susan Bolsover, global licensing and consumer products director at Penguin Ventures. “We are proud to support an incredibly entrepreneurial and homegrown business whose extensive experience in the UK baby and infant market means Peter Rabbit is in great hands.”

Amy Weaver, head of buying at My 1st Years, added: “We have been delighted with the response to the Peter Rabbit licensed products that we currently personalise and so decided to grow the range by developing our very own licensed products.

“As newcomers to the world of licensing, My 1st Years is thrilled to be working with Penguin Ventures on a brand as established and as well-loved as Peter Rabbit. We can’t wait to share the new range which is designed and personalised at our UK studio in Northampton in time for customers this Christmas.”

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