Chorion broadens Beatrix Potter programme

New agents on board and expanded product lines planned for classic property.
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Through its Copyrights subsidiary, Chorion is further expanding the reach of The World of Beatrix Potter, appointing agents to work across Europe for the first time, as well as introducing a number of new product lines.

The World of Beatrix Potter is worth over $500 million per year worldwide at retail and has a roster of over 350 licensees.

Pottery Barn Kids in the US stocks bedding, nursery décor, housewares and Easter products, and is planning to continue and expand its range in 2011. In addition, organic personal care products from EcoNatura are the number one baby toiletries line in Whole Foods stores, while Peter Rabbit Organics fruit pouches are currently performing strongly in Starbucks across the US.

In Australia, a cross category launch will take place in Toys R Us stores featuring Peter Rabbit infant apparel, bedding, toys, feeding and hard goods such as strollers and high chairs, from August.

On top of this, for the first time agents have been appointed to help introduce the brand to new audiences and grow the licensing drive. CPLG will represent the property in France, Germany and Benelux, while Bulls Press will act as agent across Scandinavia.

The V&A Museum in London will also present a major exhibition - Peter Rabbit: The Tale of the Tale - from July 3rd to January 8th 2011.

"We're delighted with the brand's success around the world and welcome our new licensees and agents as the property continues to grow," said Tamra Knepfer, EVP of brand management and marketing at Chorion.



Since going private last year, Chorion has quietly been building up its portfolio. Now it is ready to shout from the rooftops about its forthcoming line-up, which includes more Noddy activity, as well as the launch of Mr Men and Famous Five projects.

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