LICENSING NEWS

Grow With Peter Rabbit invites kids to grow their own way

Published on: 27th May 2022

The purpose-driven gardening initiative marking Peter Rabbit’s 120th birthday, Grow With Peter Rabbit, will run throughout National Children’s Gardening Week. 

The founder of Grow2Know, Tayshan Hayden-Smith – along with his children, Luca and Jazz – whose series of free, Peter Rabbit-inspired gardening videos will be released via www.peterrabbit.com / @officialpeterrabbit.

To mark 120 years since the publication of Beatrix Potter’s much-loved children’s classic The Tale of Peter Rabbit, Penguin Random House Children’s has launched Grow With Peter Rabbit in partnership with non-profit garden designer Grow2Know.  This initiative will ‘green-up’ community spaces across the UK and continue Beatrix Potter’s legacy of conservation.

During National Children’s Gardening week (28th May-5th June), the initiative will focus on encouraging children to Grow With Peter Rabbit through a series of digital tutorials, school resources and free workshops.

Dobbies is the official garden centre partner for The World of Peter Rabbit this year and will be hosting free Grow With Peter Rabbit workshops in 65 stores across the UK on Sunday 5th June. The workshops will provide a playful introduction to gardening, including making Peter Rabbit ears, exploring a vegetable patch and a demonstration of how to re-grow vegetables with an activity devised by Grow2Know.

Tayshan Hayden-Smith, founder of Grow2Know has devised four How-To videos to teach children and families simple gardening activities to try at home. These four videos are inspired by The World of Peter Rabbit and will be available online via the Peter Rabbit website from 27th May.

During National Children’s Gardening Week, influencers JB Gill – TV presenter and farmer – and Jake and Hannah Graf MBE – one of the UK’s most influential LBGTQ couples – will take part in the #GrowWithPeterRabbit challenge on their social media channels to demonstrate how easy and fun it is to grow your own vegetables at home using simple, upcycled objects and a packet of seeds.

Penguin Ventures licensees have been lending their support to the campaign, including Jardinopia, Enesco and Rainbow Designs, who have offered products and prizes to the campaign. Penguin Random House Children’s have also provided copies of the new picture book format of The Tale of Peter Rabbit, while Dobbies will be stocking a range of Peter Rabbit books and merchandise this year as part of the official partnership with The World of Peter Rabbit.

Izzy Richardson, director of Owned Brands at Penguin Random House, said: “Our intention with Grow with Peter Rabbit is to bring the joy and benefits of nature to young children and families in communities across the country. Our partnerships with Grow2Know, Dobbies and our licensees help us to reach and engage with a wider family demographic, whilst at the same time helping us to leverage our IP to continue to affect positive change and drive social impact.”

Grow With Peter Rabbit launches on Friday 27th May with new How-To videos uploaded to the Peter Rabbit website throughout National Children’s Gardening Week.

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