Silvergate signs Rainbow Designs for a brand new TV Peter Rabbit plush partnership

Oct 05, 2016

London – 5 October 2016
Peter Rabbit

Silvergate Media (“Silvergate”), the international TV production and licensing company focused on pre-school children’s entertainment based in London and New York, has signed up Rainbow Designs as its plush and toy licensee for TV Peter Rabbit, its animated TV series for pre-schoolers.

Rainbow Designs are industry leaders in bringing high quality children’s and nursery gifts, based on classic children’s properties, to retail.

Rainbow Designs are creating a fabulous new range of plush toys for boys and girls and will distribute across the UK and key EMEA territories in 2017. The new collection of toys will be launched at the London & Nuremburg Toy Fairs and Spring Fair in 2017.

TV Peter Rabbit was developed by Silvergate and Frederick Warne, a Penguin Random House company and the home of the Peter Rabbit brand as well as Potter’s publishers since 1902. Beatrix Potter’s classic character, Peter Rabbit, returned to the small screen in 2013, in a brand new 3D animation series for BBC (CBeebies) and Nickelodeon in the US. It has continued to be a key series for CBeebies, while also airing in the UK on Sky’s On-Demand platforms. The show is also sold in all key EMEA markets including France (FTV), Germany (Super RTL), Italy (RAI) and the Nordic territories.

Ron Allen, SVP Commercial, Silvergate said:

“Rainbow Designs are a fantastic toy partner for TV Peter Rabbit. They are already great partners for us with our nursery range for Classic Peter Rabbit, and will bring beautiful TV Peter plush into new retail channels. We are excited about their launch of this new range in the UK and key EMEA territories.”

Antony Temple, Managing Director, Rainbow Designs said:

“We are delighted now also to be working with Silvergate with the TV Peter Rabbit style guide. We have a great line of soft toys in development, including Lily and friends as well as fun feature plush. Peter Rabbit has long been a part of Rainbow’s classic brands DNA and TV is a great fit to our established Classic Peter Rabbit business.”

Susan Bolsover, Head of Consumer and Licensing Products at Penguin Ventures, part of Penguin Random House said:

“We are thrilled that Rainbow Designs have been appointed as toy partner for TV Peter Rabbit given that 2016 has been an exceptional year with the 150th anniversary celebrations of Beatrix Potter’s birth. This fantastic partnership negotiated by Silvergate offers a new direction for the TV Peter Rabbit brand.”



Silvergate Media
Tel: + 44 207151 0170
Ron Allen, SVP Commercial

Instinctif Partners
Lauren Foster / Chris Birt
Tel: + 44 20 7457 2020

Notes to Editors

Silvergate Media
Silvergate Media is a creative content and licensing company driven by big ideas and big collaborations. Silvergate was formed in 2011 by Waheed Alli and William Astor, with offices in New York and London. In April 2016 Silvergate partnered with Shamrock Capital, an LA based private equity firm, who now hold a stake in the Company.

Silvergate develops and produces world-class content built to inspire, entertain and engage audiences of all ages through innovative storytelling, great products and strong partnerships.

Silvergate has a number of assets based on characters and brands developed for pre-school children and their development slate continues to grow. Among their portfolio of projects in production are Peter Rabbit (currently in its second season), Octonauts (currently in its fourth season), a new preschool series, Sunny Day (first season to be aired in 2017) and a new children’s series, Hilda (available exclusively on Netflix worldwide from the beginning of 2018).

Silvergate are currently in pre-production on other brand new programmes for partners including Disney and their development slate continues to grow.

Rainbow Designs
Rainbow Designs since 1971, the home of Classic Toys, is one of the country’s leading character soft toy and nursery companies and the name behind an abundance of high profile brand collections. Rainbow’s prestigious license portfolio includes: My First Thomas & Friends, Peter Rabbit, Paddington Bear, Peppa Pig for Baby, Guess How Much I Love You, The Very Hungry Caterpillar, Miffy, Elmer Roald Dahl and The Snowman and Snowdog.


About Penguin Random House UK:
Penguin Random House UK exists to connect the world with the stories, writing and ideas that matter. It is part of Penguin Random House, the world’s largest trade book publisher, which was formed on July 1, 2013, by Bertelsmann and Pearson, who own 53 percent and 47 percent, respectively. With nearly 250 independent imprints and brands on five continents, Penguin Random House comprises adult and children’s fiction and nonfiction print and digital English- and Spanish-language trade book publishing businesses in more than 20 countries worldwide. With over 15,000 new titles, and close to 800 million print, audio and eBooks sold annually, Penguin Random House’s publishing lists include more than 60 Nobel Prize laureates and hundreds of the world’s most widely read authors.

About Frederick Warne:

Frederick Warne & Co. Ltd. is the owner and guardian of The World of Beatrix Potter™ property and original publisher of Beatrix Potter’s famous ‘little books’.
Beatrix Potter is one of the world’s best-loved children’s authors, with her most famous creation The Tale of Peter Rabbit having sold in excess of 45 million copies globally since its initial publication by Frederick Warne & Co. in 1902. She personally oversaw the launch of subsequent products, making Peter Rabbit the oldest licensed character in history. Today over 2 million of her ‘little books’ are sold globally every year, and Peter Rabbit has appeared in books and products in more than 110 countries throughout the world. 2016 marks the 150th anniversary of the birth of Beatrix Potter.

Peter Rabbit™
The Tale of Peter Rabbit by Beatrix Potter was first published in 1901 by Frederick Warne (now part of Penguin Random House), and has never been out of print since. Over the course of its 110- year history, it has sold more than 250 million copies, been translated into 35 different languages, and led to one of the world’s oldest licensed product ranges.

In partnership with co-producers Nickelodeon and brand owners Penguin Random House, Silvergate has developed Peter Rabbit into a new 3D Computer-generated imagery (CGI) animated TV series for pre-schoolers.

The new animation is an inspiring and playful re-imagining of Beatrix Potter’s timeless children’s classic. Mischievous, charming and brave, Peter is a hero who overcomes obstacles, outwits predators and avoids danger as he embarks on a series of exciting adventures with his best friends Benjamin and Lily.