Peter Rabbit becomes Orchard’s first ever licensed collaboration

Published on: 19th September 2023

The new range has been created under licence from Penguin Ventures on behalf of Frederick Warne & Co. (owner of The World of Peter Rabbit and an imprint of Penguin Random House Children’s UK).   

Orchard Toys, a leading manufacturer of games and jigsaws for over 50 years, has signed The World of Peter Rabbit as its first licensed collaboration.

Renowned for its expertise in young children’s educational games and jigsaws, Penguin Ventures says Orchard Toys was the obvious choice for developing the new range. The two partners have worked closely together to bring the popular character to life in a new collection of educational games and jigsaws. This creative hybrid of The World of Peter Rabbit and Orchard Toys represents the very best of both brands and their shared values of quality, learning and fun.

The new range, initially consisting of six product lines, has been created under licence from Penguin Ventures on behalf of Frederick Warne & Co. (owner of The World of Peter Rabbit and today an imprint of Penguin Random House Children’s UK).

The Tale of Peter Rabbit by Beatrix Potter has sold over 46m copies around the world since it was first published in 1902. The World of Peter Rabbit remains one of the most beloved children’s brands in the world.

David Sprei, commercial director at Penguin Ventures, said: “Penguin Ventures has long admired the quality, fun and creativity that are synonymous with Orchard Toys products, and we are thrilled that this translates so beautifully in this stunning new range for The World of Peter Rabbit. Orchard Toys has done a wonderful job of evolving the narrative of Beatrix Potter’s original Tale of Peter Rabbit, with its garden setting, and creating a new way for families to engage with the story through imaginative play.  We are delighted to be the first licensing partner for Orchard Toys.”

Simon Newbery, managing director at Orchard Toys, added: “We’ve been consciously seeking a licence partner and Peter Rabbit feels like the perfect fit. It’s a trusted brand with a strong British heritage which aligns beautifully with Orchard Toys. We’ve worked with the Penguin Ventures team to develop an exclusive range of fun and exciting games and jigsaws that blends these two iconic brands to create a new Peter Rabbit range from Orchard Toys.”

Penguin Ventures will be exhibiting at Brand Licensing Europe on stand C164 from 4th-6th October.


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