Joules launch official Peter Rabbit™ movie collection with Penguin Ventures

Children running

Penguin Ventures (for Frederick Warne and Co Limited, part of Penguin Random House) and Sony Pictures Consumer Products Inc. have announced a major partnership with clothing retailer Joules, collaborating on a brand new children’s collection to mark the release of the highly-anticipated PETER RABBIT™ motion picture, set for release in UK cinemas on March 16.

The new Little Joule collection is fun and colourful, showcasing playful hand-drawn illustrations of Peter and his friends. Mrs. Tiggy-Winkle, Jemima Puddle-Duck and Squirrel Nutkin all make an appearance in a range that includes a jersey denim jacket, wellies, tops, raincoats and bags. 

Ideal for little explorers, the official PETER RABBIT™ movie collection captures the charm and nostalgia of Beatrix Potter’s original illustrations on comfortable and hardwearing clothes which will stand the test of time come rain or shine.

“To celebrate the release of Peter Rabbit™, we’re delighted to have collaborated on the official collection that’s bursting with character and mischief. As a lifestyle brand, we value time with family and creating quality moments, as well as being outdoors. So, working with such iconic characters that not only embody those traits but also our British heritage is something we are thrilled about!” says Tom Joule, Founder and Chief Brand Officer.

Jen Greenway from Penguin Ventures added “We are thrilled to have collaborated with Joules on this fantastic collection for Little Joule, which is the first Peter Rabbit™ movie licensed range to launch in the UK.   We are exceptionally proud that Peter Rabbit is the first licensed character range for Joules and can’t wait to see the response from consumers.”

Launching in selected stores and online at, the new collection will be available from January 2018.

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