Peter Rabbit 2 Gets L&M Partners Across the U.K.

Penguin Ventures has closed a raft of deals with licensees for Peter Rabbit 2 merchandise lines set to hit shelves across the U.K., including with Rainbow Designs for a series of plush toys.

Sony Pictures’ Peter Rabbit 2, the sequel to 2018’s Peter Rabbit, will also get a series of leisure plush from Whitehouse Leisure. World of Confections is confirmed for the sweets category, while Solent has been signed for personal care, including tissues and a dental range.

Lead publishing partner Puffin, part of Penguin Random House Children’s, will launch a range of tie-in book formats, and Phidal will be renewing its license for the Busy Book format. Redan will be producing a one-shot magazine.

For apparel, Aykroyds & Sons and TDP Textiles will be producing nightwear for children and adults, as well as swimwear and underwear for children; TV Mania will be launching a range of children’s daywear; and Smiffys will be creating a series of dress-up options. Dinoski will be launching a ski suit and thermal wear. Finally, DNC will produce a range of homewares.

Additionally, Penguin Ventures, together with Sony Pictures UK, will be collaborating with Cadbury for a second time to launch a licensing campaign and in-store activations in key accounts across the U.K. to support the launch of Peter Rabbit 2.

Penguin Ventures has also appointed global licensing agents in Australia and New Zealand and Japan. Haven has recently signed Jasnor for plush and Showtime for mall events in Australia and New Zealand.

The new movie will see the return of Peter, his sisters Flopsy, Mopsy and Cotton-Tail and cousin Benjamin as they embark on a high-energy adventure, meeting some new characters along the way.

Lindsay Pearl, softlines category manager for Penguin Ventures, said: “There’s a huge sense of excitement surrounding Peter Rabbit 2 following the success of the first movie and the reaction from retailers and licensees has been incredibly positive. We’re thrilled to have signed so many great licensees at this stage and we’re looking forward to catching up with our international agents and licensing partners and meeting new licensees for Peter Rabbit 2!”