Wildflower Group to handle Beatrix Potter brand
By Tanya K. Merritte -- Kids Today, 2/1/2006
Atlanta— The Wildflower Group has been named the North American licensing agency for The World of Beatrix Potter property, owned by Frederick Warne, an imprint of the Penguin Group.
To help celebrate the partnership, a human-size Peter Rabbit was on hand at the Atlanta gift show last month giving out copies of the storybook "The Tale of Peter Rabbit." The character was stationed outside of the showrooms of Gund and C.R. Gibson, both current Beatrix Potter licensees.
Michael Carlisle, principle with the Wildflower Group, attended the show and said the group was there to support the 10 current licensees that were showing in Atlanta.
Carlisle said Wildflower is looking to push the classic property more into the upscale gift market. He added that the agency is focusing on two markets: the baby market and adult collectors.
"(The property is) definitely upscale," Carlisle said. "That's its natural home."
The Wildflower Group has signed a new licensee, Toy Workshop, which will make poseable figurines. The toys will debut at Toy Fair this month, and Carlisle said they will be marketed to specialty stores and boutiques.
The Wildflower Group is also seeking other licensees in the collectibles and accessories category, including figurines, wall clocks, frames and ornaments.
During the Atlanta gift market, Gund and C.R. Gibson both showed new additions to their Beatrix Potter lines. Gund has added plush characters in several sizes, including a musical Peter Rabbit that plays Brahms' "Lullaby." C.R. Gibson's lineup includes several items designed for gift-giving such as growth charts, photo albums, growth charts and other keepsake items.
Carlisle said there will also be an emphasis on baby at the upcoming Juvenile Products Manufacturers Assn. show in May in Orlando. Current licensee Crown Crafts Baby Products plans to introduce new designs featuring the characters from Beatrix Potter, which include Peter, Flopsy, Mopsy and Cotton-tail.
Carlisle said the agency plans to keep the property's classic look but update it slightly with a more contemporary feel.
Licensees would all use the look on the products, he added.
"It's easier for consumers to have that coordinated look," he said.
Peter Rabbit plush is part of Gund's product lineup.
