160 Years Later, “Peter Rabbit” Continues Growing Beyond the Page

For 160 years, Beatrix Potter’s timeless stories have delighted generations of readers around the world.

Now, The World of Peter Rabbit is celebrating that remarkable legacy with one of its largest anniversary programs yet, bringing together new books, immersive experiences, retail collaborations, art installations and brand partnerships that ensure the beloved literary universe continues reaching both longtime fans and entirely new generations.

Led by Penguin Random House Children’s, Frederick Warne & Co. and Penguin Ventures, the year-long celebration honors Potter’s enduring impact through a wide-ranging slate of activations across the United Kingdom, highlighting how one of children’s literature’s most iconic worlds continues to evolve more than a century after its creation.

Among the anniversary highlights is an extensive lineup of licensing collaborations spanning home décor, stationery, fashion, hospitality, confectionery and gifting. Brands including Emma Bridgewater, Smythson of Bond Street and Hallmark U.K. have all introduced exclusive collections inspired by Potter’s original artwork, while London’s JW Marriott Grosvenor House has debuted The Tales of Beatrix Potter Afternoon Tea, bringing the author’s countryside adventures to life through a themed culinary experience.

Beyond retail, the celebration extends into communities across the U.K. through large-scale public experiences. Newcastle’s Peter Rabbit: Tales on the Tyne art trail features dozens of giant Peter Rabbit sculptures displayed throughout the city alongside community-designed installations raising funds for St. Oswald’s Hospice. Additional activations include murals, crochet “yarn bombing” projects, themed character walls, railway station takeovers and a nationwide BookTrust initiative that gifts every newborn in the U.K. a complimentary Peter Rabbit story.

The anniversary also reaches the heart of Potter’s own legacy in England’s Lake District. Visitors can celebrate throughout the summer with special events at The World of Beatrix Potter attraction, while National Trust properties, including Hill Top, are showcasing original artwork, family activities, storytelling experiences and exhibitions highlighting Potter’s lasting impact on conservation and the British countryside.

Publishing remains at the center of the celebration as Penguin Random House Children’s expands The World of Peter Rabbit with new editions, picture books, audiobooks and original stories designed to introduce Potter’s timeless characters to another generation of young readers.

More than simply marking a milestone birthday, the 160th anniversary showcases how The World of Peter Rabbit continues growing far beyond its literary roots. Through books, consumer products, live experiences and cultural celebrations, Beatrix Potter’s beloved stories remain as relevant today as they were more than a century ago, proving that timeless storytelling continues to find new audiences with every generation.