Penguin Ventures details “huge growth” and “unprecedented placement” for Peter Rabbit in the fashion space

Penguin Ventures has shed light on Peter Rabbit’s success in the fashion sector over the past 12 months.

Apparel collections have performed particularly strongly in the UK. Marks and Spencer were a halo partner during the 120th anniversary celebrations last year, launching a range of infant apparel, nursery bedding and accessories. It was a sell-out success and the partnership has continued into 2023.

A successful collaboration with Cath Kidston resulted in a popular infant and adult fashion line, while the Peter Rabbit Blade & Rose collaboration delivered a trend-led infant range that launched in January 2022 to immediate success. A second Blade & Rose launch will take this year with an expanded product range.

“It has been a fantastic year for Peter Rabbit, and I am grateful to our team and our global licensing agents for their continued enthusiasm for the brand and their unmatched regional expertise which has delivered significant YOY growth,” said David Sprei, Commercial Director at Penguin Ventures.

“The 120th anniversary celebrations placed us in a superb position delivering opportunities for new partnerships and brand collaborations, elevating Peter on a global scale and securing unprecedented placement across the retail landscape. Peter Rabbit connects with fans around the world and resonates differently from territory to territory, with fashion collections being influenced by culture, tentpole moments and trends which are unique to each market.”

Zoe Smith, Senior Category Manager for UK Softlines at Penguin Ventures, added: “The demand for Peter Rabbit has seen a huge growth in UK apparel lines with collections available across all retail environments, providing fashion items for every member of the family.

“It is important that we are able to maintain the high quality and creative application associated with the Peter Rabbit brand and our fashion partners have shown exceptional care and attention to detail with these beautiful collections.”

In China, Shanghai Lingdong Trading Co. Ltd created a licensed range for premium Chinese loungewear brand NEIWAI. A New Year Red head-to-toe outfit formed part of the collection and generated over 70 million social media impressions on launch.

Peacebird Men Fashion Co., Ltd. in China launched a Peter Rabbit menswear collection to coincide with the Year of the Rabbit, marking the first-ever menswear range for the brand. Other successful apparel ranges for the Chinese market included lines from Chickabiddy, Hangzhou Zaiyi and Ribo.

Peter Rabbit has also performed strongly in Australia, with Designworks supplying adult and infant clothing to key fashion retailers. Elsewhere in Australia, Peter Alexander launched their third Peter Rabbit DTR collection while Cotton On Body debuted women’s sleepwear and loungewear.

Japan has also seen a sharp rise in Peter Rabbit apparel licensing over the past 12 months with a slightly different consumer profile for the brand. Classic Peter appeals strongly to young adults and Melrose Co designed trademark feminine ranges for Pink House, which included skirts and dresses and bags and accessories for women.

Also in Japan, Domace Co., Ltd launched a line of women’s pyjamas which sold exclusively via the Distribution shopping TV channel.

“We have seen incredible growth for Peter Rabbit across key global territories,” said Lindsay Pearl, Head of International Licensing at Penguin Ventures.

“Target in Australia is a standout success with the retailer being a year-round destination for the brand and Peter Rabbit being available at all of their 128 stores.”

In North America, TJ Maxx and Marshalls both launched new Peter Rabbit collections from Children’s Apparel Network, while Mori created a high-end Peter Rabbit collaboration that secured impressive coverage with global fashion press.

“Our North American apparel business has delivered its best year to date, with Peter Rabbit collections now available at major retailers,” added Pearl.

“This impressive growth places us in a strong position looking ahead and I am excited to see the consumer response to our forthcoming global fashion collections.”