Penguin Ventures, the licensing arm of Penguin Random House UK, has today detailed a long-term partnership for its ever popular Classic Peter Rabbit brand with Cadbury at Easter to launch a suite of themed Cadbury products for Easter 2021.

The initial Peter Rabbit range will hop onto shelves in time for Easter next year and will be available nationwide. Under the partnership, Peter Rabbit will appear on some of Cadbury’s most iconic product ranges in what has been described as ‘a perfect pairing of two British brands so intrinsically associated with Easter.’

Markéta Kristlová, senior brand manager, Easter, Cadbury, said: “We are very excited about this partnership of two very beloved brands with a shared rich British heritage. We look forward to Peter Rabbit and Cadbury’s helping families to have even more magical Easter celebrations from next year.”

Lindsay Pearl, head of international licensing, Penguin Ventures, added: “We are over the moon to be able to announce a long term collaboration with Cadbury on a beautiful and delicious range of Peter Rabbit Easter chocolate. Peter Rabbit and Cadbury are both synonymous with Easter gifting, shared experiences and family celebrations and we look forward to amplifying those shared values as we launch next year.” 

Cadbury is the biggest chocolate brand at Easter in the UK with iconic products including shell eggs, hollow bunnies, Mini Eggs and Crème Eggs.