New agents sign up for Beatrix Potter

Chorion is aiming to further expand the reach of classic property Beatrix Potter, appointing Haven as the licensing agent for the brand in Australia and New Zealand, and Bull's Licensing as agent across Scandinavia.

Both Haven and Bull's will work with Chorion locally to develop and execute a brand strategy to further grow the Beatrix Potter programme.

"Beatrix Potter's timeless characters continue to have worldwide appeal for both young and old and we are excited to have signed new agents in Australia and Scandinavia to further expand our business for this global franchise," said Bettina Koeckler, senior VP of licensing EMEA at Chorion.

Chorion already has a successful ongoing relationship in Australia with Haven, with the firm representing the Mr Men and Little Miss brand for the past four years in the territory, resulting in the business growing over 300 per cent.