Sony and Penguin Ventures are collaborating on the licensing and consumer products programme for the new live-action Peter Rabbit film.
Sony Pictures Entertainment is launching a worldwide licensing campaign, including Penguin Ventures’ agency representation in the UK and Eire, Australia, New Zealand and Japan for Sony Pictures Consumer Products in those particular territories.
The film will be based on the eries of books, written and illustrated by Beatrix Potter, and will be directed by Will Gluck.
Jamie Stevens, EVP worldwide consumer products Sony Pictures Entertainment, commented: “We’re excited about the creative direction of the film, as it will open up many new opportunities to create a fresh and compelling licensing programme that will bring to life the world of Peter Rabbit like never before. We look forward to collaborating with Penguin Ventures on a worldwide campaign to engage a whole new audience.”
Susan Bolsover, head of licensing and consumer products at Penguin Ventures, added: “We’re delighted to be working with Sony Pictures Entertainment to develop the licensing and merchandising programme to accompany the film, and we’re looking forward to working with the team in Los Angeles to bring Peter to life in a new way. As custodians of the Peter Rabbit brand, this is a fantastic opportunity for us to take Peter’s adventures to new heights and to reach a broader family audience. And of course as Potter’s publisher, you can expect a great tie-in book range from us to accompany the film.”
Production on Peter Rabbit is due to commence in January 2017, and is due for worldwide release starting in March 2018.