Peter Rabbit hops into Joules

New clothing and accessories line for babies and children launches this month in the UK.

A new exclusive Classic Peter Rabbit collection of clothing and accessories is launching with Joules this month.

The deal with the retailer was secured by Silvergate Media, the global licensing agent for Peter Rabbit, on behalf of Penguin Ventures.

The 22-piece collection including clothing (such as babygros, t-shirts, dresses, coats, sweatshirts and leggings), rainwear and footwear items suitable for babies and children up to the age of six.

Inspired by Beatrix Potter’s world-famous tales, the designs are a combination of the timeless illustrations from the classic children’s books and Joules’ own signature floral print.

“We’re incredibly proud of the new Peter Rabbit Collection that Joules is launching this summer,” said Thomas Merrington, creative director at Penguin Ventures. “As a much-loved lifestyle brand inspired by the British countryside, Joules’ mission to make the ordinary extraordinary chimes with the values of Peter Rabbit and we’re delighted to bring the character’s own brand of mischief to Joules customers.”

Laura Douglas, director of design at Joules, added: “It’s been a real pleasure to collaborate with such a beloved and iconic brand as Peter Rabbit and we hope the collection brings something very fresh, fun and distinctly Joules.”

The new range from Joules builds on the continued success of Peter Rabbit apparel lines across the market which has seen retailers including Mothercare, Sainsbury’s, Marks & Spencer and JoJo Maman Bébé expand their apparel lines in the past 12 months.

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