Nature trails have become a popular form of experiential licensing for children’s book and entertainment properties, especially in the U.K. Here are some examples from the past few years:
- Among Penguin Ventures’ many experiential activities for Peter Rabbit are winter activity trails in 90 locations managed by the U.K.’s National Trust. The trails launched in late 2020 and are ongoing. Separately, Penguin Ventures paired with Forest Holidays, which offers vacation packages in 12 U.K. forests managed by Forestry England, for a Peter Rabbit discovery trail.
- Rocket Licensing, U.K. agent for The World of Eric Carle, in collaboration with master agent Joester-Loria Group, paired with Bluewater shopping center for a promotion that included a Very Hungry Caterpillar nature trail on the exterior grounds. A separate promotion with The Eden Project, an eco-themed attraction in Cornwall, included a story-activity trail around the Project’s biomes, among other elements. And Kew Royal Botanic Gardens hosted a Very Hungry Caterpillar nature trail in spring 2022, taking children through the stages of a butterfly’s life.
- Walker Books’ 30th anniversary celebration for We’re Going on a Bear Hunt by Michael Rosen, in 2019, included a nature trail challenge at Forest Holidays sites, with activity sheets in each cabin to help lead the children through the trails and complete quizzes and activities at each stop.
- Magic Light Pictures partnered with Kew Gardens’ London and Wakehurst sites in fall 2021 (marking the second year of their partnership) for nature trails tied to The Gruffalo’s Child by Julia Donaldson and Axel Scheffler. The themes and activities vary at each location.
- The Point.1888, agent for the Percy The Park Keeper children’s book series by Nick Butterworth, paired with the National Trust for winter trails in 121 National Trust gardens and parklands for two months during the winter of 2021-2022. The property was the basis of a 1990s TV series.
- Macmillan Children’s Books paired with the London Zoo for an activity trail featuring the animals from Rod Campbell’s interactive picture book, Dear Zoo. The trail is one component of a broader campaign with the Zoological Society of London and other partners to celebrate the book’s 40th anniversary.
- Tove Jansson’s Moomins were featured in a spring 2021 trail in the London Wildlife Trust’s Walthamstow Wetlands. An exhibit in the nearby William Morris Gallery occurred simultaneously. While on the trail, visitors can listen to a downloadable audio piece by Erland Cooper that includes music, field recordings from a nature area in Finland frequented by Jansson, and a reading of the author’s essay “The Island” by her niece.
- Aardman Animations paired with Forest Holidays for 10-stop Shaun the Sheep spring glow trails at the organization’s locations across the U.K., in 2019. Visitors who completed the trail received prizes, and an accompanying app added to the adventure. The experience was tied to the release of the Shaun the Sheep feature film Farmageddon.
Nature trails are most often tied to properties with nature themes and/or animal characters. They typically include fun and educational activities on each stop, an app that can be used during the experience or to extend the experience beyond the boundaries of the live event, and branded merchandise, either used as prizes or giveaways or available for purchase in the location’s shop. Note that most of the ventures described here have taken place since the start of the pandemic, when families have been looking for fun things to do outdoors.
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