Penguin Random House UK has launched a series of new brand activations for Peter Rabbit, giving families the chance to come together this winter as lockdown restrictions lift in the UK.
Leading the charge is a dedicated partnership with the National Trust that will see a series of Peter Rabbit Winter Activity Trails launch across 90 National Trust places within the UK this month. The trails will offer families nature-themed activities in outdoor settings, while a range of Peter Rabbit gifts will be stocked at all National Trust shops and online.
The ambitious partnership will bring Peter Rabbit to the Trust’s impressive family audience with an expected 1.7m visitors accessing the trails this winter. Dates and locations are all available on the National Trust website.
Meanwhile, a series of digital activities will be available at a dedicated Peter Rabbit area on the National Trust website, including festive storytelling and audio clips from the recently released Beatrix Potter: The Complete Tales and activity sheets, to support partners across the Peter Rabbit brand, will be promoted to the Trust’s combined social media following of 2.7m followers.
“Penguin Random House UK has worked in partnership with the National Trust for many years to protect Beatrix Potter’s legacy in the Lake District,” said Izzy Richardson, global brand director, Penguin Random House Children’s Owned Brands.
“We are so excited that our partnership can now bring the adventures of Peter Rabbit and friends to National Trust supporters and their families in an entirely new and immersive way.
“The trails will place Peter in some of the most beautiful outdoor spaces in the UK and offer families the opportunity to create memorable experiences together this winter.”
The trails and digital campaign use the festive illustrations from a new book, ‘Peter Rabbit: Christmas is Coming’ which provides a story and an activity to share, every day throughout December.
An influencer campaign to promote the new book is currently underway with seven influencers showcasing family-friendly, festive activities and stories as well as a range of perfect Peter Rabbit licensed gifts. With new content posted every week, the ‘Festive Fridays’ campaign will reach a combined following of approximately 480,000 Instagram users during the crucial Q4 period.
In addition, Penguin Ventures (the licensing team at Penguin Random House) has worked with Eskimo Jo for the third year running to launch an official Peter Rabbit Christmas Grotto. The immersive experience will launch at Centre MK this December with Peter Rabbit and friends, welcoming back families as the shopping centre reopens this month.
Thomas Merrington, creative director at Penguin Ventures, said: “This is the third year into our partnership with Eskimo Jo and Vibration Music Ltd following two sell-out Peter Rabbit grottos at intu Trafford Centre.
“Together we have created an incredibly atmospheric and theatrical, interactive grotto. The cosy rabbits’ burrow and opportunity for children to get involved with crafting, is the perfect way to evolve Peter Rabbit for Christmas family audiences.”