July 28 marked the 160th anniversary of Beatrix Potter’s birth – one of Britain’s most beloved authors and illustrators, whose stories have captivated generations of children and adults alike around the world.
To mark the occasion, Penguin Ventures (Penguin Random House) has developed an extensive programme of premium licensing collaborations, spanning homewares, gifting, stationery, confectionery, fashion, hospitality and experiences.
The partnerships celebrate Beatrix Potter’s original artwork while introducing The World of Peter Rabbit™ to new audiences through beautifully crafted products, retail experiences and brand activations across the UK.
Highlights include:
● A Peter Rabbit-themed homeware collection from Emma Bridgewater. The Emma Bridgewater x Peter Rabbit™ collection comprises two ranges inspired by original stencils created by Beatrix Potter, reimagined as spongeware designs. The Emma Bridgewater factory in Stoke-on-Trent will host a Peter Rabbit-themed afternoon tea, decorating sessions and children’s trails throughout the summer.
● Embellished stationery from Smythson of Bond Street. The luxury brand and retailer has invited The World of Peter Rabbit™ to feature across a collection of Smythson icons, including gold-stamped Panama notebooks, Soho sketchbooks, and correspondence cards adorned with Peter Rabbit, Squirrel Nutkin, and Jemima Puddle-Duck. The interiors are lined with archival 1920s woodland prints.
● An expanded range of Peter Rabbit greeting cards from Hallmark UK. Its 160th anniversary capsule collection uses specially designed ornate patterns, with each design featuring embossed elements, gold foil detailing and classic Beatrix Potter illustrations including Peter Rabbit, Jemima Puddle-Duck and Mrs Tiggy-Winkle. Hallmark has partnered with James Cropper, a paper mill based in the Lake District, to print the collection using recycled coffee cups.
Thomas Merrington, creative director of Penguin Ventures, said: “It’s been a privilege to celebrate Beatrix Potter’s 160th anniversary alongside an exceptional group of partners who each embody part of her remarkable legacy – whether through British craftsmanship, artistic excellence, female entrepreneurship, or deep connections to the Lake District. Together, these collaborations honour not only the timeless appeal of her stories, but also the values and vision that continue to make Beatrix Potter such an enduring cultural icon.”
