Penguin Ventures renews agency partnership with Sony Creative Products in Japan for Peter Rabbit

Penguin Ventures has renewed its long-term agency agreement with Sony Creative Products in Japan for The World of Peter Rabbit, on behalf of brand owner and Beatrix Potter’s original publisher Frederick Warne & Co. Ltd.

The new six-year agreement will see Penguin Ventures and SCP focus on driving consumer products and licensing growth, with additional investment in local Peter Rabbit brand activity.

The long-term partnership between Penguin Ventures and SCP has seen significant year on year growth, delivering a 142% net increase in 2023 – reinforcing Japan as the largest market outside of the UK for Peter Rabbit.

“Our partnership with SCP has been an incredibly successful one and I am delighted that we have both committed to a further six years and are very much aligned on our ambitious growth plans for Peter Rabbit,” said David Sprei, Commercial Director at Penguin Ventures.

“The mix of traditional product, retail partnerships and a wide experience offering has delivered impressive results which now enables us to move forward confidently to futureproof the brand for this next exciting phase.

“As the proud brand owner and publisher of The World of Peter Rabbit, working closely with our global partners enables us to continue to honour the extraordinary legacy of Beatrix Potter – reaching new generations and families so that they can discover the mischief and adventure in her wonderful world of characters and stories on and off the page.”

Ken Ohtake of Sony Creative Products Japan added: “I am thrilled to announce that we have been appointed as licensing agent for The World of Peter Rabbit in Japan for another six years. We hope to make this a significant milestone in the long history of Beatrix Potter, and we are committed to honouring the heritage, whilst continuing to embrace new opportunities in the upcoming years.”

From The Peter Rabbit English Garden at Fuji Motosuko Resort to Peter Rabbit Rakeru cafes in Jiyugaoka and Yokohama, location-based experiences have been a key part of the Japanese licensing programme.

Other successful brand partnerships secured by SCP for Peter Rabbit includes the Mitsubishi UFJ Trust and Banking & Mitsubishi UFJ Real Estate collaboration and touring Peter Rabbit pop-up events across Japan.