Penguin Ventures and Sony Pictures builds brace of partners for Peter Rabbit 2

Penguin Ventures and Sony Pictures Consumer Products have detailed the first line-up of licensing partners for the upcoming Peter Rabbit 2, the sequel title to the 2018 box office hit.

Publishing, plush toys, confectionery, and apparel will make up the first swathe of licensed products to hit the shelves in anticipation of the new film, with best in class partners spanning the likes of Rainbow Designs, Puffin, and Aykroyds & Sons.

Amid a swathe of new licensing partners for the upcoming film, Rainbow Designs has been selected to head up the plush offering with a range of characters from the new title. Meanwhile, Whitehouse Leisure will be launching a range of leisure plush.

The new movie will see the return of Peter, his sisters Flopsy, Mopsy and Cotton-Tail and cousin Benjamin as they embark on a new adventure, meeting new characters along the way. The first Peter Rabbit movie grossed over £268M ($351M USD) at the global box office in 2018.

This week, Penguin and Sony detailed a tranche of licensing partners for the sequel, that will also see the likes of World of Confections deliver on licensed sweets, while Solent has been signed for personal care which will include tissues and a dental range.

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 at BLE and meeting new licensees for Peter Rabbit 2.”

Lead publishing partner Puffin(part of PRH Children’s) will launch a range of tie in book formats while Phidal will be renewing its licence for the popular 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 and swimwear plus 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.

Together with Sony Pictures UK, Penguin will also be collaborating with Cadbury for a second time to launch a high-calibre licensing campaign and in-store activations in key accounts across the UK to support the launch of the movie.

Last year saw a series of high-profile promotional partnerships launch in support of the first movie, and the second movie will follow suit, with more to be announced soon.

Global licensing agents have also been appointed in Australia and New Zealand, and Japan. Haven has recently signed Jasnor for plush and Showtime for mall events in Australia and New Zealand.

 Peter Rabbit 2 is directed by Will Gluck, produced by Will Gluck and Zareh Nalbandian, and written by Will Gluck & Patrick Burleigh.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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