The World of Peter Rabbit will be making its return as the official partner of National Children’s Gardening Week this year, during which it will encourage families to Grow with Peter Rabbit thanks to a new collection of Peter Rabbit seed kits developed with Seed Pantry.
Over the course of the week – taking place from 25 May to 2 June and dedicated to encouraging kids and families into the garden – Penguin Random House Children’s and Seed Pantry will be giving away 500 free Peter Rabbit Veg Patch Grow Kits to celebrate the launch of the new range.
According to Penguin Ventures’ commercial director, David Sprei, the partnership with Seed Pantry as well as its official tie-in with National Children’s Gardening Week will “bring Peter Rabbit to new retail destinations around the UK” while offering a “new and meaningful way to reach family audiences.”
“Seed Pantry is 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,” he said. “We couldn’t be happier to welcome Seed Pantry onboard ahead of this fun family moment for Peter Rabbit this spring.”
Free Grow with Peter Rabbit activity booklets will be available via participating UK garden centres throughout National Children’s Gardening Week, featuring both indoor and outdoor activities while taking inspiration from Beatrix Potter’s own enjoyment of the outdoors. The entire campaign has been devised to get children outside and spending time with nature.
Neil Whitehead, founder of Seed Pantry, said: “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.”
Beatrix Potter’s The Tale of Peter Rabbit has sold over 46 million copies around the world and has been translated into 50 languages, since it was first published in 1902 by Frederick Warne & Co.
