Sony Pictures has teamed with Penguin Ventures to develop a licensing and consumer products programme for the upcoming Peter Rabbit movie.
Sony Pictures Entertainment is launching a worldwide licensing campaign that will include representation from Penguin Ventures across the UK, Ireland, Australia, New Zealand and Japan.
The programme will be developed around the upcoming live-action and CG animated Peter Rabbit movie, based on the hit series from Beatrix Potter.
Jamie Stevens, EVP Worldwide Consumer Products Sony Pictures Entertainment, said: “We are excited about the creative direction of the film as it will open up many new opportunities to create a fresh and compelling licensing programme that will bring to life the world of Peter Rabbit like never before.
“We look forward to collaborating with Penguin Ventures on a worldwide campaign to engage a whole new audience.”
Susan Bolsover, head of licensing and consumer products at Penguin Ventures, added: “We are delighted to be working with Sony Pictures Entertainment to develop the licensing and merchandising programme to accompany the film and we are looking forward to working with the team in Los Angeles to bring Peter to life in a brand new way.”