Afternoon teas got their start in the mid-19th century and have become a classic British custom, popular both with visitors, as a unique experience to remember from their trip, and with some local U.K. residents, as an occasional indulgence. The practice is also established in other countries, especially in Asia. Licensed versions of these experiences […]
Tag Archives | Peter Rabbit
Hopping Into Lunar New Year
By Karen Raugust on January 19, 2023 in Character/Entertainment, Fashion, Holiday, International, Licensing
The Lunar New Year is always an opportunity for brands to forge collaborations with characters related to the appropriate sign of the Chinese zodiac, from 2022’s Year of the Tiger to 2021’s Year of the Ox and beyond. This year, starting on January 22, is the Year of the Rabbit, considered the luckiest of the […]
Walks on the Wild Side
By Karen Raugust on September 15, 2022 in Character/Entertainment, Experiential licensing, Licensing, Publishing
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 […]
Tea Time
By Karen Raugust on July 22, 2021 in Character/Entertainment, Experiential licensing, Food/Beverage, Licensing
Traditional English-style afternoon teas tied to characters (and sometimes other properties) have represented a growing piece of the experiential-licensing landscape since the mid-2010s, at least in some parts of the world, with a particularly notable burst of activity beginning in 2019. Even during the pandemic, at least between lockdowns, a few licensed afternoon teas were […]
Front and Center
Licensing has become a key marketing tool in the higher-end specialty store tier, even in shops that tend to focus mostly on private-label goods or products from established brands. Several such chains are currently demonstrating this fact by highlighting licensed collaborations, often devoting their front windows to these partnerships: J. Crew is touting its alliance […]