Penguin Ventures has appointed WildBrain CPLG to represent The World of Peter Rabbit across the U.S. and Canada on behalf of brand owner and Beatrix Potter’s original publisher, Frederick Warne & Co.

Under the agreement, WildBrain CPLG will manage the consumer products program rights across merchandise, promotions, digital and experiences.

The licensing program will expand the presence of this classic children’s literary property across multiple categories including apparel, toy, home, gifting, décor and more, ahead of two milestone celebrations: Beatrix Potter’s 160th Anniversary in 2026 and Peter Rabbit’s 125th anniversary in 2027.

David Sprei, Commercial Director, Penguin Ventures, said:

“I am delighted to have made this appointment and am confident that this is the start of a long and fruitful partnership with Jasen and his team. It was evident early on that their understanding of the brand and ambitions to grow Peter Rabbit were very much aligned with our strategic and creative plans. This appointment comes at a pivotal time for WildBrain CPLG to take us through two key anniversary years and beyond and there’s already a few deals in the pipeline, so watch this space.”

Jasen Wright, VP North America, WildBrain CPLG, said:

“With a timeless heritage spanning over 120 years, The World of Beatrix Potter and beloved character Peter Rabbit have enduring appeal for families and kids around the world. We are looking forward to working closely with David and his team at Penguin Ventures to leverage the significant licensing opportunities for this cherished property in the coming years.”

The World of Peter Rabbit? also includes beloved characters such as Jemima Puddle-Duck, Benjamin Bunny, Flopsy, Mopsy & Cotton-tail, Mrs. Tiggy-Winkle and Squirrel Nutkin. The Tale of Peter Rabbit by Beatrix Potter has sold over 46 million copies around the world and has been translated into 50 languages, having never been out of print since it was first published by Frederick Warne & Co. in 1902.