My 1st Years has partnered with THE WORLD OF PETER RABBIT to develop a DTR range in a deal executed by Penguin Ventures on behalf of Frederick Warne & Co. (owner of THE WORLD OF PETER RABBIT brand and part of Penguin Random House).

Following the success of the print on demand personalised product range featuring PETER RABBIT from official licensees, My 1st Years will now develop a Direct to Retail range to expand their offering of bespoke products.  This is the first time My 1st Years has worked directly with a licensor on development.  The cross-category offering will include apparel and fashion accessories from Dennicci; nursery and homeware; stationery and gifts, all of which can be personalised by consumers and ordered directly online.

Susan Bolsover, Global Licensing and Consumer Products Director, Penguin Ventures says: “Our DTR for print on demand and personalised products with My 1st Years is not only a fantastic addition to THE WORLD OF PETER RABBIT licensing family, but will provide gifters with a great opportunity to purchase something truly unique for even the littlest of Peter Rabbit fans this Christmas. We are proud to support an incredibly entrepreneurial and homegrown business whose extensive experience in the UK baby and infant market means Peter Rabbit is in great hands.”

“We have been delighted with the response to the Peter Rabbit licensed products that we currently personalise and so decided to grow the range by developing our very own licensed products,” says Amy Weaver, Head of Buying at My 1st Years. “As newcomers to the world of licensing, My 1st Years is thrilled to be working with Penguin Ventures on a brand as established and as well-loved as Peter Rabbit.  We can’t wait to share the new range which is designed and personalised at our UK studio in Northampton in time for customers this Christmas.”

The new range will be available before Christmas directly from the My 1st Years website.