LICENSING NEWS

Penguin Random House launches Peter Rabbit: Friend to Nature campaign

Published on: 8th July 2021

The campaign will encourage families to spend time in nature and a partnership with Puffin Schools will reach 37K teachers with educational resources.

The Peter Rabbit brand team at Penguin Random House UK (PRH) has launched Peter Rabbit: Friend to Nature, a new annual campaign aimed at encouraging children and their carers to enjoy being creative in nature this summer.

Laura Brand has been engaged as an ambassador for the campaign, to create and present a series of filmed tutorials on newly refreshed www.peterrabbit.com. These fun, nature-based activities will be shared every Friday in July to provide parents with ideas and inspiration to enjoy the great outdoors with their little ones this summer. The weekly content series is based around themes of nature and friendship and will run throughout the month culminating on International Friendship Day on 30th July.

Laura Brand said: “I grew up with the stories of Beatrix Potter and have loved introducing my two daughters to the world of Peter Rabbit. We have had so much fun creating a series of nature activities for families to enjoy together in the garden or out on a nature walk.  These ideas are all inspired by Peter Rabbit and the mischievous adventures that he has with his friends and I hope families will enjoy them as much as we have.”

In addition, a series of classroom activities and learning resources have been developed for KS1 school children with Puffin. These will be hosted online and mailed to 37K primary teachers in the UK and made available to key English language-speaking territories.

Izzy Richardson, director of Owned Brands at Penguin Random House said: “During her lifetime, Beatrix Potter was a pioneering conservationist who was passionate about the natural world. So who better than Peter Rabbit to champion the joy that spending time in nature can bring? Peter has an authentic connection to nature and this mid-year campaign will enable us to reach families with meaningful and engaging content beyond Easter. Friend to Nature is perfectly timed to drive awareness of our newly relaunched website, the first in a refresh of all of our Peter Rabbit digital platforms.”

Peter Rabbit: Friend to Nature will launch on Friday 9th July with new tutorials uploaded every Friday throughout July.

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