Silvergate Media signs Vivid as toy partner for new Peter Rabbit TV in UK, Europe and Australia

Jun 17, 2014

New toys set to launch in 2014

London, 17 June 2013. Independent entertainment company Silvergate Media has appointed Vivid as toy partner for the UK, Europe and Australia for Peter Rabbit, its brand new CGI animated series, co-owned with Penguin UK.

Vivid will produce a range of Peter Rabbit toys, including figurines, playsets and plush. The products will have an initial launch in spring/summer 2014 with the full range launching in autumn/winter 2014.

Silvergate Media holds worldwide licensing and merchandising rights for Classic Peter Rabbit and holds all audiovisual, licensing and merchandising rights for the new CGI Peter Rabbit worldwide, excluding the Americas and India which are controlled by Nickelodeon US. Penguin will be supporting the animation in 2013 with a full publishing programme.

The new Peter Rabbit animation, co-produced with Penguin UK and Nickelodeon US consists of 50 x 11’ episodes and three 22-minute specials and is currently on air on Nickelodeon in the US, CBeebies in the UK, ABC Australia and France Televisions in France.

Executive Produced by Silvergate Media’s Paula Rosenthal and animated by Brown Bag Films, the show is already proving to be a major hit globally with broadcast sales including RTE Ireland, SVT Sweden, NRK Norway, Finnish Broadcasting Company YLE and RAI Yoyo in Italy.

Mary Durkan, CEO at Silvergate Media says: “We are incredibly proud of the success to date of the new Peter Rabbit series and the support from top global broadcasters especially in the US with our co-producing partner, Nickelodeon. We are thrilled to have secured Vivid as our toy partner for Peter Rabbit in key territories, which will help take the brand to the next level.”

Neil Bandtock, Managing Director of Vivid says “We love the look and feel of the new CGI Peter Rabbit TV series. Bright, fresh graphics and exciting, adventure-filled story lines are already leading to fantastic viewing figures and we will ensure we build this fun and adventure into our International Toy ranges launching next spring.”

Susan Bolsover, Head of Licensing and Consumer Products at Penguin Children’s says “We are thrilled that the new Peter Rabbit animation has got off to such a wonderful start and it shows just how popular he continues to be with children and parents alike. Vivid’s expertise in bringing brands alive through play will absolutely compliment the fun and energy of the brand and will introduce Peter and his friends to a whole new generation.”


For further information please contact:
Janet Balmforth, DDA Blueprint Tel: + 44 (0) 208 868 0511 or

Notes to Editors:

Silvergate Media:
Silvergate Media is a highly creative TV Production and licensing company driven by big ideas and big collaborations. Formed in 2011, and with offices in New York and London, Silvergate develops world-class brands which inspire, entertain, educate and engage through innovative content, great products and strong partnerships. Among these brands are Peter Rabbit and Octonauts, two highly successful international properties for children.

Peter Rabbit:

  • The Tale of Peter Rabbit, written and illustrated by Beatrix Potter, was first published by Frederick Warne in 1902. Frederick Warne is an imprint of Penguin.
  • The World of Beatrix Potter™, initiated by Potter herself, is now one of the world’s longest running and largest international literature-based licensing programmes with more than 350 licensees worldwide.
  • The Tale of Peter Rabbit has never been out of print since it was first published.

Vivid Group
Based in Guildford UK with offices in Paris, Frankfurt, Hong Kong and China, the Vivid Group is an independent, privately owned toy, games and stationery company that designs and markets in over 45 countries worldwide. Key properties include Moshi Monsters, Crayola, AniMagic, Tickety Toc, Skylanders, Walking With Dinosaurs, The Hobbit, One Direction and Little Mix. The company is the number one British toy company.

For further information, samples and images please contact:
Emma Arthur or Selina Dangerfield Vivid Press Office, Norton & Company
Tel: 01608 812830
E mail: or