The World of Beatrix Potter is going organic with its Peter Rabbit licensing program to include organic and earth-friendlier products.
The new line, called Peter Rabbit Naturally Better, features a variety of organic products, with plans to expand to paper products and a toiletries line.
Licensed products under Peter Rabbit Organics, which targets kids, include 12 fruit-based, multigrain snacks, fruit and cereal bars, mini chewy cookies and fruit snacks. The better-for-you items, which will have environmentally friendly packaging, will hit stores in September, with a larger rollout planned for early 2008.
“We want to create a brand that speaks to social responsibility, while remaining fun and accessible to our customers,” said Gill Thomas, brands Director, Frederick Warne, in a statement. “We look forward to working with U.S. marketers in finding new ways to bring the enduring spirit of Peter Rabbit to life with exciting new products.”
Peter Rabbit Organics first launched in the U.K. in 2003. Property rights holder Frederick Warne, a subsidiary of the Penguin Group, will handle the U.S. portion of the program.
As part of the program, Frederick Warne will work with licensees to create products and services offering consumers and retailers a “better alternative.” Themes include ethical, environmental, health and packaging issues. The goal is to develop products that are better for the environment, mothers and children, the company said.
Any current, existing license that meets the new standards will have a chance to use the Naturally Better label, the company said.
The Wildflower Group is the North American agent for the World of Beatrix Potter. The Copyright Group brokered the deal.
“The Tale of Peter Rabbit,” the first of 23 stories that falls under of The World of Beatrix Potter, is one of the best-selling picture books. Worldwide sales of Beatrix Potter books and merchandise exceed $500 million.
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