Peter Rabbit hops to Wanda Kidsland as Silvergate grows Chinese footprint

Silvergate Media and Penguin Random House have appointed Wanda Kidsland to represent the Peter Rabbit licensing programme in China.

The new partnership will further expand the footprint of Silvergate Media in the Chinese market, following on from the success it has seen with Octonauts and its recent establishment of a dedicated China Business Arm.

Under the terms of the new agreement, Wanda Kidsland will manage the consumer products programme, content distribution, promotions and shopping mall activations to boost exposure both on air and on the ground to make Peter Rabbit TV a leading pre-school property within China.

“We are delighted to be extending our partnership with Wanda Kidsland,” said William Astor, chairman at Silvergate Media. “They have played a key role in fuelling exceptional growth of Octonauts across China.

“As a market leader in China, Wanda Kidsland has a vast network of attractions, content platform partners, retail distribution combined with a strong track record of delivering high impact location-based entertainment that will help propel Peter Rabbit TV to new heights in this exciting growth market.”

The Emmy award-winning pre-school Peter Rabbit TV series is a co-production between Silvergate Media, Nickelodeon and Penguin Random House and reimagines Beatrix Potter’s timeless creation for a new generation.

The TV series launched in China on the national broadcaster CCTV in 2014 and is supported by w TV platforms led by Tencent and Youku.

Li Xiao, president of Wanda Kidsland Group, said: “We value the long and successful collaboration with Silvergate MEdia on the world-famous Peter Rabbit TV IP, and we are delighted to enrich the children’s entertainment offering for Chinese children through this landmark partnership.” 

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