Gap has introduced a limited-edition collection for babyGap inspired by Beatrix Potter’s children's book, The Tale of Peter Rabbit, in partnership with The World of Beatrix Potter and Frederick Warne, an imprint of Penguin Young Readers Group.
The apparel range for girls and boys ages newborn to 24-months will be combined with a series of literary events at Gap stores across the U.S. and Canada.
Drawing from Potter's mischievous characters and their adventures, the babyGap collection features a modern interpretation of the world of Peter Rabbit in knit graphic bodysuits, denim, one-pieces and patterned dresses.
"Peter Rabbit is a timeless character that generations of children have enjoyed, so we're thrilled to offer a babyGap collection inspired by characters and scenes from the books," says Lexi Tawes, vice president of merchandising, Gap North America. "We think babyGap customers will love the playful designs–from Peter Rabbit's iconic blue sweater to the whimsical, bunny-inspired patterns–whether they're looking for a special baby gift or the perfect addition to their own little one's wardrobe."
Last year, in celebration of the book's 110th anniversary, actress Emma Thompson wrote a sequel, The Further Tale of Peter Rabbit, which provided additional inspiration for the babyGap collection.
To celebrate the collection, Gap will host a special reading series on Jan. 26 at babyGap stores in major cities throughout the U.S. and Canada. Guests will be treated to a reading of The Further Tale of Peter Rabbit, as well as themed activities and snacks.
Gap has also partnered with Milk + Bookies, a non-profit organization that provides books to children in need, to host in-store book drives for local Boys & Girls clubs.
The World of Beatrix Potter is now one of the world's longest-running and largest literature-based licensing programs with more than 350 licensees worldwide.