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Peter Rabbit

    "Once upon a time there were four little Rabbits, and their names were — Flopsy, Mopsy, Cotton-tail and Peter."

    So begins Beatrix Potter's The Tale of Peter Rabbit, first published in 1902, unequivocally one of the best-selling children's classics of all time. The characters developed in The Tale of Peter Rabbit, and the subsequent twenty-two stories, comprise The World of Beatrix Potter™, inhabited by such memorable creatures as Peter Rabbit™, Jemima Puddle-Duck™, Tom Kitten™, and Benjamin Bunny™. A staple in every child's library with favorite stories to read aloud, The World of Beatrix Potter embodies timeless values passed from one generation to the next and treasured shared experiences between parent and child.


  • Parents and caregivers of newborns, infants, and toddlers
    • In the U.S., Beatrix Potter is a favorite brand among mothers of children
  • 2-5 years old, with 92% familiarity of Peter Rabbit.
    • Secondary: Adult female collectors


  • Peter Rabbit Seedlings book series, targeting infant/toddler market, launched 2002 — garnering the first 21 titles sales of over 500,000 copies. All-new contemporary art in bright colors, new easy-to-read text, and interactive features.
  • More than 100 million copies of Beatrix Potter's books have been sold worldwide since 1984. All 23 stories have been translated into over 30 languages.
  • 40 million copies of The Tale of Peter Rabbit have sold worldwide
  • The Tale of Peter Rabbit is the second best-selling children's book of all time in the U.S. according to Publishers Weekly
  • Nine 30-minute animated films are available on VHS and DVD from Good Times Entertainment
  • Feature film entitled Miss Potter, a romantic biography of the adult life of Beatrix Potter, is in development


  • Peter Rabbit's website, www.peterrabbit.com, features children's activities as well as text and pictures on the life of Beatrix Potter. The site receives 5 million hits per month.


  • Macy's Herald Square 30th Annual Flower Show, April 2004, featured a Peter Rabbit-themed children's garden. Supported with GWP book promotion, in-store events, advertising and more. The Flower Show attracts over 500,000 visitors each year.
  • Heyman Corp. launched new line of Classic Beatrix Potter layette at Federated and other upstairs department stores, spring 2004
  • New licensee Genius Products launched a 3-CD music collection spring 2004
  • Brand new Peter Rabbit Seedlings product launched at JPMA with Crown Crafts infant bedding, and A.D. Sutton gift sets
  • A continuing 15-year partnership with Mead Johnson Nutritional's Enfamil, the category leader in infant formula
  • Wal-Mart Easter 2004 photo promotion, April 2004: Free in-store family photo opportunity in over 3000 stores featured Peter Rabbit, Flopsy, Mopsy and Cotton-tail. Premiums included Peter Rabbit photo frame and coloring sheet. Sponsored by Fuji Films and Coca-Cola's Minute Maid Light and Dasani brands.
  • New promotional programs debuted Easter 2004 from Teleflora and American Lung Association


  • The American Lung Association
  • The Mayfair Company
  • Frankford Candy & Chocolate Company
  • Mead Johnson Nutritional's Enfamil
  • Genius Products
  • Penguin Young Readers Group
  • Gund, Inc.
  • Teleflora
  • Heyman Corp.
  • Wedgwood


© Frederick Warne & Co. Frederick Warne & Co. is the owner of all copyrights and trademarks in the Beatrix Potter characters names and illustrations. Licensed by ©opyrights Group

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