So Beatrix Potter was born 160 years ago next year? And her first book – The Tale of Peter Rabbit – was published in 1902? That’s amazing; those books still hold up really well. Why do you think that is?
Firstly, I think Beatrix Potter was a pioneer of her time… Not just as an author, and illustrator, but also as a naturalist and conservationist. And yes, that collection of the original tales – 23 titles in all – laid the pathway for the incredible Penguin Random House Children’s publishing team to keep telling the stories in creative and different ways…

So Beatrix Potter laid an incredible foundation with the original books. Over 120 years later, our duty is to continue to tell the stories off the page, as I like to say, and on an adventure… Which is what Penguin Ventures does. And happily, the rest of the World of Peter Rabbit is incredibly rich territory as well. So the tools are there, and pairing them with a world-class publishing team means we continue to tell Peter Rabbit’s story and create phenomenal new formats – we release around 20 new titles every year.

Wow. And I appreciate that you’re probably not able to say much, but what can you tell us about what’s coming up?
You’re right; I can’t say too much… But there are many exciting plans in the making for the next two years to celebrate both Beatrix as an artist and the joyful mischief of Peter Rabbit. We have stunning new formats including interactive board books that are perfect for introducing babies to the world of Peter Rabbit; brilliant, new titles for Easter, Halloween and Christmas, as well as high-end Gifty formats that we hope generations of families will treasure and enjoy.

Our publishing team creates new titles in two illustration styles… One that’s true to Beatrix Potter’s original watercolour style, and one that’s a softer, looser watercolour style. We first used these back in 2012 when Dame Emma Thompson wrote The Further Tale of Peter Rabbit – illustrated by Eleanor Taylor.

Was it Eleanor Taylor that illustrated the activity books? And all the stickers?
Yes, Eleanor has done many of the sticker activity books over the years. We also work with a number of other artists who can create stunning artwork in the softer watercolour style. Really, my team’s job within Penguin Ventures is to work hand-in-hand with what’s coming on the book side from our publishing team. So we’re not creating the stories, but we’re telling the stories in other ways. We’re working particularly closely on the look and feel in the style guides; realising that in physical products and experiences.

And on that: Beatrix Potter isn’t necessarily an obvious brand for experiential, but you’ve had great success there… How important is that aspect of the brand for you?
Oh, hugely! It’s really important to us because Beatrix Potter and her books are a family brand. Often, you’ll find a parent or grandparent first reading a Peter Rabbit book together with a very young child… At a later age, the child might then enjoy reading the books again on their own. There is still a growing fanbase, though, among teenagers, as well as the nostalgia market for adults. Peter Rabbit has huge multi-generational appeal. It appeals to gran, mum, dad, older siblings and infants alike. So while the demographic and target might differ per market, experiences allow whole families to enjoy it together.

Credit to you, though: you’ve also seen that as a more versatile brand than a lot of people might at first glance…
Thank you! We do see it as a fantastic brand to play in the right space. The classic Peter Rabbit brand is outdoors; it’s adventure, it’s mischievousness… So yes: we’ve seen our Common Garden projects, we’ve seen our big partnership with the National Trust trails in over 90 locations… But we’ve also seen high-end afternoon teas and a phenomenal Peter Rabbit experience at Hampton Court Palace – and that’s on right now, actually!

We could’ve met there! When does that finish, David?
That closes on September 7th – so you’ve still got time to get along!

I could do it; it’s a short train ride away! And moving away from Beatrix Potter, what else is on the horizon?
Something else we’re preparing for is The Snowman’s 50th anniversary in 2028. We have some news to come on that front. Meanwhile, that’s our seasonal gift that keeps on giving… It’s phenomenal. You know, nine-million people watch that movie on Christmas Eve, every year on Channel 4. That’s a phenomenal figure; the film has a huge reach and has become a family tradition in its own right.

Right! And Channel 4 first broadcast that on Boxing Day in 1982… So it’s been part of their programming since their very first year.
Isn’t that amazing? And from a brand point of view, our consumer-facing proposition is that Christmas starts with The Snowman. So we’re not trying to own Christmas Day, but starting from November onwards, ‘Christmas starts with The Snowman’ evinces a nostalgic, feel-good factor that starts your journey. We want to be feeling that with consumers and fans across that entire time because The Snowman is phenomenal for us. Another phenomenal IP is Spot the Dog. As you know, Guru Studio – the animation studio behind the PAW Patrol TV series – optioned Spot for episodic content; we’re in the process of working that out. That’s very exciting

It’s interesting to me that Spot, The Snowman and Beatrix Potter have such cross-generational appeal. They’re nostalgia for grandma and for mum and dad, but they’re still a wonder for kids… But we can be fairly sure that this wonder will become nostalgia for them as well. That’s amazing!
It really is. And I think that this is – again – a tribute to the quality of those literary-heritage pieces. Penguin Ventures is here because of the books. I’m here because of the books! So, for me, it’s about discovering other touch points that do justice to the books… Be they moving images, content, experiences, physical products or digital experiences.

Well, let me ask about that… What, ultimately, is a reliable hallmark of what you’re looking for?
Ultimately, it’s relevancy and authenticity. Sometimes, though, we all need to stretch and flex because – for example – technology plays a very important role in experiences. If you look at immersive experiences, scripted or non-scripted, and giving freedom to the arts, you can see how you can now go to watch Abba performing on stage. Only it’s not Abba, it’s a hologram! So what role do tech and advancements in technology come into play for us? Ultimately, we want to push the boundaries – but we need to respect them. And it’s really difficult to do something if you can’t stand up and justify it being right for the brand.

“Push the boundaries – but respect them…” Great answer; I love that. And is there anything that you’d like people to be approaching you about?
Well… You know, we’ve got an amazing creative director in Thomas Merrington. He’s worked on the Penguin Ventures IP for around ten years and leads all our experiences. He brings creative know how to the user experience and understands how far we can stretch it to families… But to your question: I’d love to be talking about blue-sky ideas for five to fifteen years down the line, and I always want to hear about new technologies and new ways of activating. It’s incredibly important for us to be attracting today’s audiences and keeping them for tomorrow.

Sounds to me like you’re always looking, always open. How do you do that? How do you stay sharp?
Getting out there! Whether it’s retail visits on my own or with the team, I like to get out and see what’s happening. I also read lots of trade news, I have Google alerts for things that I think are relevant… So it’s really about actively looking for stuff. What I always say to the team is, “Go to the trade shows where they’re not licensing!”

Where they’re NOT licensing? Non-licensing trade shows?
Right… Shows where people aren’t expecting you to be, because that’s where you learn, you stretch and that’s where you find the creative stimulus that you need to expand. So I’m interested in everything, in effect! I go to shows that none of the industry will be at just because I want to see what’s the next big trend – and that tends to spark ideas.

I also think a lot of online reading podcasts are fantastic. Instagram too – but not for doom scrolling! So if you’re following the right brands, you can actually learn some really cool stuff. I also think connecting and sharing with people helps because you’ll have conversations with people – like you and I had before we started the interview – in which things come to light that you simply couldn’t have known.

Right. And who knows where that connection then leads?! Now, I know your time is very limited today, so to wrap things up, what’s the one thing I could’ve asked you about today that I didn’t?
Ohhhhh! Such a good question! I wonder what I would’ve said if you’d asked me if there was a brand I would add to our portfolio if I could…

Oh, wow! Like a dream acquisition?
A dream acquisition, yes – if Penguin gave me the acquisition wallet, what would I buy? That’s what you could’ve asked me!

Good Lord! And you would’ve answered that?!
No, but I would love to have been asked it! Ha!

Ha! I got very conflicting body language there! Like, you’re not going to give me the answer, are you? Ha!
Ha! No, because I was brought up to say “no comment” to that sort of question! Only because I wouldn’t want to pick one brand… Suffice to say, it would need to be a like-minded literary and heritage property that would fit right in and be very meaningful.

And in that respect, does Penguin have a values blueprint of sorts? So that you always have your bearings?
Yes, there is a set of guiding principles in terms of what would be right for us to consider the next stage… And that helps because I’m approached about opportunities every week – through direct phone calls, LinkedIn messages and emails… We’re offered brands a lot of the time. Fundamentally, we’ve got to be literary focused. The IP needs to have come from a book because that’s the reason we’re here; that’s Penguin through and through…

Makes sense!
It also needs to be scalable for me. It needs to be seen through a global lens… And that’s not just from a publishing point of view in terms of rights, but also in terms of ‘can it travel?’ Is it worth the investment? And can we grow it? Something else that helps ascertain whether something’s right for us is this: are we excited about it?

And by the time things have been put through those filters, I guess it whittles things down!
It really does – and very quickly because that’s our first pass. And then there’re lots and lots and lots of other rounds that we go through. That’s one of the really exciting parts of my role, by the way… To be able to be part of a team that can make those considerations and work for a company like Penguin Random House – a Bertelsmann company – that is wanting and willing to be open to investment like that.

Brilliant. Thank you so much for making time to speak today, David. Let’s do it again soon!

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Inspired by Cicely Mary Barker’s illustrations from the Flower Fairies books, the collection spans bath robes, memory boxes, blankets, clothing and backpacks.

“We’re delighted to be working with the My 1st Years team on this beautiful collection,” said David Sprei, Commercial Director at Penguin Ventures.

“The team have really brought Barker’s stunning illustrations to life creating multi-generational appeal for parents, children and gift givers. We’re working on an exciting and charming content strategy to support this wonderful launch and can’t wait to share it.”

Elicia Hicks, Buyer at My 1st Years, added: ”At My 1st Years, we’re always looking for ways to bring a little extra magic to childhood, so the Flower Fairies felt like a natural fit. The timeless charm and delicate beauty of Cicely Mary Barker’s illustrations work beautifully with our signature personalisation, adding an extra-special touch to every piece. We’re so excited to share this enchanting collection and bring these beloved fairies to life in a new and meaningful way.”

The collection is available online at My 1st Years.

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WildBrain CPLG will manage the consumer products program rights across merchandise, promotions, digital and experiences ahead of two milestone celebrations: Beatrix Potter’s 160th Anniversary in 2026 and Peter Rabbit’s 125th anniversary in 2027.

“I am delighted to have made this appointment and am confident that this is the start of a long and fruitful partnership with Jasen and his team,” said David Sprei, Commercial Director at Penguin Ventures.

“It was evident early on that their understanding of the brand and ambitions to grow Peter Rabbit were very much aligned with our strategic and creative plans. This appointment comes at a pivotal time for WildBrain CPLG to take us through two key anniversary years and beyond and there’s already a few deals in the pipeline, so watch this space.”

Jasen Wright, VP North America at WildBrain CPLG, added: “With a timeless heritage spanning over 120 years, The World of Beatrix Potter and beloved character Peter Rabbit have enduring appeal for families and kids around the world. We are looking forward to working closely with David and his team at Penguin Ventures to leverage the significant licensing opportunities for this cherished property in the coming years.”

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The trail – taking place next year from July 15th July to September 14th 2026 will see 40 individually decorated sculptures of Peter Rabbit placed in streets, parks and public areas in Newcastle.

St Oswald’s Hospice is now inviting groups and individuals to sponsor a sculpture. Sponsors will then be matched with an artist, who will then decorate it.

Peter Rabbit: Tales on the Tyne will also be supported by a region-wide learning programme for schools and children’s groups, with smaller Peter Rabbit sculptures forming a second trail across the city. The event will culminate with an autumn auction of the Peter Rabbit sculptures to raise funds for Gosforth-based St Oswald’s Hospice.

“Beatrix Potter was an incredible artist as well as a prolific storyteller and Peter Rabbit has been charming children and their families since 1902,” said Thomas Merrington, Creative Director at Penguin Ventures.

“We are delighted that Wild in Art will be bringing her most iconic character alive, through a series of incredible local artists, in a trail that we are sure will delight and inspire the residents of Newcastle – as well as raise valuable funds for St Oswald’s.”

Natasha Collie, Head of Marketing (Owned Brands) at Penguin Random House Children’s, added: “It’s a real pleasure to be working with St Oswald’s Hospice and Wild in Art on Peter Rabbit: Tales on the Tyne.

“2026 also marks the 160th anniversary of Beatrix Potter’s birth, so this bold and joyful celebration of art – in support of St Oswald’s incredible work – feels especially fitting. We can’t wait for Peter Rabbit to bring a whisker of mischief to next summer’s trail!”

The Hospice’s Chief Executive Steph Edusei said: “Summer 2026 will see us celebrate our 40th birthday and we can’t think of better way to mark the occasion than another colourful art trail for the whole community to enjoy.”

Charlie Langhorne, Managing Director and Co-founder Wild in Art, added: “We are delighted to partner with The World of Peter Rabbit and to be working with the team at St Oswald’s Hospice once again, on this exciting art trail which will bring this internationally renowned character to Tyneside.

“I have no doubt that Peter Rabbit will capture the imaginations of residents and visitors alike, while helping to raise vital funds for St Oswald’s. With your support we can create an event that will have significant impact during the summer of 2026.”

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Great pick. And what about a launch you’ve seen – but wasn’t involved in – that you feel is a creative brand extension?
I know a few people have mentioned this, but I thought the Paddington x Jo Malone collaboration was a really clever use of IP and two brands coming together. The promotion was everywhere and the take on Orange Marmalade as a fragrance was really inspired.

Yes, another cracking choice. What’s the key to successful creative collaborations between licensors and licensees?
To want to collaborate – and by that I mean as a licensor and licensee – you have to understand what makes each partner unique and then be prepared to adapt any brand rules you have to ensure you are meeting each other in the middle. This is where the best creative output happens and is usually a fun process, as both sides feel like they are truly collaborating to create something distinct and desirable.

And what fuels your creativity? What helps you have ideas?
I love a good brainstorm and a mood board! An initial brainstorming session really gets the creative juices and ideas flowing and a mood board is then a great way to focus ideas and refine them. Likewise, when we brainstorm with new partners, having the right creative energy in the room can be electrifying and that really is one of the most satisfying things about my role.

BLE is only a few weeks away. Is attending the show a good means of fuelling creativity?
Yes! It’s great to meet up with old and new partners to see what they have been up to, but also great to catch up with other creative colleagues and agents. We tend to be in back-to-back meetings on our stand, so I rarely get to walk the show… But I am going to try this year to see what everyone else has been up to and to see what is being exhibited around the show. Visit Penguin Ventures at BLE on Stand C164. Get in touch at penguin.ventures@penguinrandomhouse.co.uk.

We’ll see you there. Thanks again Thomas.

If you still haven’t registered for BLE this year, click here to do so!

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The new six-year agreement will see Penguin Ventures and SCP focus on driving consumer products and licensing growth, with additional investment in local Peter Rabbit brand activity.

The long-term partnership between Penguin Ventures and SCP has seen significant year on year growth, delivering a 142% net increase in 2023 – reinforcing Japan as the largest market outside of the UK for Peter Rabbit.

“Our partnership with SCP has been an incredibly successful one and I am delighted that we have both committed to a further six years and are very much aligned on our ambitious growth plans for Peter Rabbit,” said David Sprei, Commercial Director at Penguin Ventures.

“The mix of traditional product, retail partnerships and a wide experience offering has delivered impressive results which now enables us to move forward confidently to futureproof the brand for this next exciting phase.

“As the proud brand owner and publisher of The World of Peter Rabbit, working closely with our global partners enables us to continue to honour the extraordinary legacy of Beatrix Potter – reaching new generations and families so that they can discover the mischief and adventure in her wonderful world of characters and stories on and off the page.”

Ken Ohtake of Sony Creative Products Japan added: “I am thrilled to announce that we have been appointed as licensing agent for The World of Peter Rabbit in Japan for another six years. We hope to make this a significant milestone in the long history of Beatrix Potter, and we are committed to honouring the heritage, whilst continuing to embrace new opportunities in the upcoming years.”

From The Peter Rabbit English Garden at Fuji Motosuko Resort to Peter Rabbit Rakeru cafes in Jiyugaoka and Yokohama, location-based experiences have been a key part of the Japanese licensing programme.

Other successful brand partnerships secured by SCP for Peter Rabbit includes the Mitsubishi UFJ Trust and Banking & Mitsubishi UFJ Real Estate collaboration and touring Peter Rabbit pop-up events across Japan.

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The range will launch during National Children’s Gardening Week, from May 25th to June 2nd. As The World of Peter Rabbit is the official partner of National Children’s Gardening Week, Penguin Random House Children’s and Seed Pantry will be giving away 500 free ‘Peter Rabbit Veg Patch Grow Kits’ to celebrate the new launch.

“Seed Pantry are a brilliant new addition to the Peter Rabbit licensing programme and really demonstrates how together we are bringing such a relevant and authentic product to market for both parties as part of our Grow with Peter Rabbit campaign,” said David Sprei, Commercial Director at Penguin Ventures.

“Our partnership with National Children’s Gardening Week brings Peter to new retail destinations around the UK and offers us a meaningful way to reach family audiences. We couldn’t be happier to welcome Seed Pantry onboard ahead of this fun family moment for Peter Rabbit this Spring.”

Neil Whitehead, Founder of Seed Pantry added: “The Seed Pantry team are so proud to partner with The World of Peter Rabbit to bring our growing kits to families in time for National Children’s Gardening Week.

“The trend for gardening and growing your own food and flowers is increasingly popular and our new Peter Rabbit collection makes a great addition to our evolving range of outdoor activity products for all ages. Gardening is a fun and rewarding activity and it’s so important to get children involved from a young age to understand where food comes from, and to enjoy the many health and welling benefits that nature-based activities provide.”

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The new deal means Orchard’s The World of Peter Rabbit range will be available in 20 markets across Europe, the Mediterranean, SE Asia, South Africa and Australia.

“The launch response from the UK trade and consumers to our first licensed collaboration has been brilliant,” said Josh Beevor, Director at Orchard Toys.

“To have such an appetite and enthusiasm for the Peter Rabbit range from our international customers too is fantastic, and an enormous sales opportunity. It really is a great way to consolidate our partnership with Penguin Ventures.”

David Sprei, Commercial Director Penguin Ventures, added: “The global demand for The World of Peter Rabbit Collection is testament to the wonderful job Orchard Toys and Penguin Ventures have done in evolving the narrative of Beatrix Potter’s original Tale of Peter Rabbit, and blending these two iconic brands. The Tale of Peter Rabbit has been translated into 50 languages, since it was first published in 1902, so it’s fitting to see the new games taking to the global stage too.”

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Taking inspiration from the Penguin Ventures archive of 170 original illustrations by Cicely Mary Barker for her Flower Fairies books, the experience will unfold through five pastries and an amuse bouche created by Head Pastry Chef Anthony Hurst.

The Park Room will also be themed as a wild fairy garden, adorned with seasonal flowers designed exclusively by the English Potted Plant Company. The wild garden also features bespoke fairy costumes, created exclusively by world-renowned designer Vin Burnham and loaned by the Penguin Ventures archive.

“We are thrilled to be partnering once again with Grosvenor House London with a brand-new afternoon tea offering inspired by the Flower Fairies,” said Thomas Merrington, Creative Director at Penguin Ventures.

“The Grosvenor team have really excelled themselves in creating something truly spectacular by transforming the works of Cicely Mary Barker into three-dimensional form with these delicious and intricate pastries.”

The Afternoon Tea is developed under licence from Penguin Ventures on behalf of Frederick Warne & Co, publisher and brand owner of the Flower Fairies and an imprint of Penguin Random House Children’s.

Stuart Bowery, General Manager at JW Marriott Grosvenor House London, added: “We are delighted to continue our partnership with Penguin Ventures and bring the Flower Fairies to life at Grosvenor House through an Afternoon Tea, which is inspired by the collection of 170 original drawings by Cicely Mary Barker and pays homage to the enchanting world of fairies and folklore she created over 100 years ago.”

The Flower Fairies Afternoon Tea will be served daily in The Park Room from May 13th until mid-November 2024. To book the Flower Fairies Afternoon Tea, please visit the Park Room website parkroom.co.uk.

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The hotel will exclusively offer a Peter Rabbit-inspired Afternoon Tea, specially themed room package and family-friendly cinema experiences from March 25th to April 28th.

The Afternoon Tea will feature a collection of ‘quintessentially English’ dishes inspired by Mr McGregor’s Garden and the Lake District. This includes Battenburg cake with raspberries, carrot cake pots and cream cheese and rhubarb chutney sandwiches. All will be served amid Peter Rabbit-themed décor, with special colouring books featuring Peter Rabbit gifted to children.

The Peninsula London is also offering families a “London Adventure” package that includes exclusive Peter Rabbit children’s bathrobes, handcrafted chocolates and children’s soft toys. Additionally, guests will have the chance to participate in a variety of playful Peter Rabbit-themed experiences throughout the hotel.

The hotel will also host family-friendly screenings of The World of Peter Rabbit and Friends animated series at its on-site cinema on Saturdays at between 2pm and 5.45pm.

“It is an enormous pleasure to launch this partnership with The World of Peter Rabbit, particularly during the Spring season” said Rolf Buehlmann, The Peninsula London’s Managing Director.

“As well as celebrating Easter, which is synonymous with Peter Rabbit, we are inviting children to directly engage with a much-loved character, which has been part of the heritage and history of Britain for over one hundred and twenty years.”

Thomas Merrington, Creative Director at Penguin Ventures, added: “We are incredibly honoured that Peter Rabbit has arrived at the London Peninsula following his adventures at the other global Peninsula destinations.

“From delicious afternoon teas, cinema screenings and thoughtful in-room amenities, we know that families will be delighted to experience new ways to enjoy the stories of Peter Rabbit and friends this Easter.”

The exclusive global partnership between The Peninsula and The World of Peter Rabbit developed under licence from Penguin Ventures on behalf of Frederick Warne & Co. Ltd (Beatrix Potter’s publisher and owner of The World of Peter Rabbit).

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