'Peter Rabbit' Hops into U.K. Attractions

Aykroyds and Smiffys have also signed on to launch kids’ nightwear and dress-up items for the brand next spring.

EUROPE–Silvergate Media has teamed up with several family attractions–­Flamingo Land and Willows Activity Farm–in the U.K. to feature its animated series “Peter Rabbit.”

Flamingo Land recently opened a “Peter Rabbit Adventure” experience, which highlights the show’s core themes of adventure while inviting visitors to immerse themselves in the “Peter Rabbit” universe. Highlights from the experience include Bunny’s Treetop Trail, Jeremy Fisher’s musical pond and Pig Robinson’s Farm.

Meanwhile, Silvergate is expanding its partnership with Willows Activity Farm, which opened the “Peter Rabbit Adventure Playground” last year. Through the expanded agreement, and due the attraction’s popularity, a new experience will launch in spring 2018 that will increase “Peter Rabbit’s” footprint at the attraction. Further details have not been disclosed.

“Given ‘Peter Rabbit’s’ inextricable link to the British countryside and focus on outdoor adventures, attractions such as the ones now open at Flamingo Land and Willow Activity Farm, provide the perfect opportunity for young fans and their families to engage with the beloved brand beyond the small screen,” says Lisa Macdonald, vice president, consumer products and TV sales, EMEA, Silvergate.

Additionally, Silvergate has signed on two new consumer products partners for the series. Aykroyds TDP had signed on to launch kids’ nightwear and Smiffys will debut dress-up items. Both ranges are slated to hit retail in spring 2018.

“Our plan is to continue cherishing the brand’s heritage while offering fresh and relevant experiences, attractions and products that will enable us to attract newer audiences and younger parents,” says Macdonald. “With a host of exciting partnerships in the pipeline, we’re confident that Peter Rabbit and friends will be delighting fans for many more years to come.”

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