London, UK: Penguin Ventures, part of Penguin Random House UK, and CAA-GBG, a leading global brand management platform and the licensing agent for Classic Peter Rabbit™ in China today announced that they have successfully broadened the Peter Rabbit licensing programme in China this year.

In a new partnership with Twinings China Peter Rabbit, along with seven other of Beatrix Potter’s iconic characters, will be brought to life across a range of tinned teas, gift and travel sets and tea accessories.  The initial range of eight items was launched in China in June 2020 through Twinings official Tmall flagship store and additional products were made available in August and October.  While the focus is online the collection will also be rolled out into hypermarkets, supported by dedicated Peter Rabbit in-store displays.

Charlie Wang, Brand Manager, Twinings China said: “Over the past three centuries, Twinings has become synonymous with a great cup of tea for consumers all over the world and it has long been recognized as the finest purveyor of tea in England.  Twinings consumers pursue a graceful, delicate lifestyle.  As of today, Twinings exports to 115 countries and produces more than 600 different tea blends. We believe this luxury tea brand complements the heritage of Peter Rabbit perfectly.”

CAA-GBG and Twinings are working together to promote the Peter Rabbit ranges across WeChat and Weibo platforms and developing experiential marketing activations planned for boutique hotels, supermarkets and grocers.

In addition to the Twinings partnership CAA-GBG have secured a deal with PRICH, an iconic women’s apparel brand and part of The E∙land Group.  The 12-piece collection, launched in September 2020, includes shirts, skirts, blouses, knits and accessories. The launch was supported by KOL seeding and a dedicated social media campaign and the collection is available through the PRICH flagship store on Tmall online as well as through the 150 PRICH retail stores in China.

Jinny Gao, Merchandising Manager, PRICH said: “Prich provides a perfect combination of elegant design and superior quality.  These values are immediately apparent in our new Peter Rabbit range matching the DNA of this intrinsically British brand”.

Susan Bolsover, Licensing and Consumer Products Director, Penguin Ventures said:  “We are delighted to be launching these two fantastic new collections for Classic Peter Rabbit in China.  The brand values of both Twinings and PRICH match Peter perfectly.  It has been a real joy to see not only the product, but also the creative campaigns come together in collaboration with the CAA-GBG China team, who have done a fantastic job in nurturing these relationships.”

About Peter Rabbit™ and Beatrix Potter
The Tale of Peter Rabbit is one of the world’s best-loved children’s books and was created by author and illustrator, Beatrix Potter in 1902.  The story has never been out of print since it was first published by Frederick Warne & Co. (today an imprint of Penguin Random House) and has sold in excess of 45 million copies globally.  Today over 2 million of her ‘little books’ are sold globally every year, whilst Peter Rabbit has appeared on books and merchandise in more than 110 countries throughout the world.

Penguin Random House Children’s is committed to growing and protecting The Peter Rabbit™ brand.  The World of Beatrix Potter™, one of the world’s largest literature-based licensing programmes, is managed in-house by Penguin Ventures.

PETER RABBIT™ © Frederick Warne & Co. 2020. PETER RABBIT and BEATRIX POTTER are trademarks of Frederick Warne & Co., a Penguin Random House Company.  All rights reserved.

About CAA-GBG Global Brand Management Group (CAA-GBG)
In a joint venture between Global Brands Group Holding Limited (“Global Brands”) and Creative Artists Agency (“CAA”), CAA-GBG is the world’s premier brand extension company. It combines the resources and licensing expertise of leading entertainment and sports agency CAA with Global Brands’ international Brand Management Group. With 20 offices in 16 countries, CAA-GBG advises on and manages all aspects of brand extension programs, including branding strategies, market targeting, product development, retail activations, licensee acquisitions and multi-territory franchising. Furthering branding opportunities for clients across a wide range of consumer products, the joint venture combines Global Brands’ established and strong worldwide brand management operation with CAA’s extensive licensing, media and entertainment platform. CAA-GBG is a subsidiary of Global Brands and the operating vertical for its brand management business.

About Global Brands Group Holding Limited
As one of the world’s leading branded apparel, footwear and accessories, and brand management companies, Global Brands Group Holding Limited (SEHK Stock Code: 787, the “Group”) aims to impact the world with brands people love. The Group designs, develops, markets and sells products across a wide range of categories under a diverse array of owned and licensed brands. With innovative design capabilities, a strong brand management focus and strategic vision, the Group is able to create new market opportunities and product categories for brands on a global scale. In addition, the Group is the global leader in the brand management business through its joint venture with Creative Artists Agency, CAA-GBG.

For more information, please visit the corporate website:www.globalbrandsgroup.com.

For more information, please contact:
Jen Cooper, Brand Marketing Communications, PRH Owned Brands.
E: jcooper2@penguinrandomhouse.co.uk