Leading costume manufacturer Smiffys is delighted to announce its latest licensing agreement, bringing the beloved World of Peter Rabbit™ into its extensive portfolio. In an exciting new deal with Penguin Ventures, the Consumer Products & Experiences team at Penguin Random House Children’s UK and owner of THE WORLD OF PETER RABBIT™, Smiffys will create a charming collection of Peter Rabbit-themed costumes, accessories, and partyware.
With over a century of storytelling history, The World of Peter Rabbit™ is an instantly recognisable brand, beloved by generations of children and families around the world. Beatrix Potter’s timeless characters have become synonymous with nostalgia, adventure, and classic British heritage, making them a perfect addition to Smiffys’ range of high quality dress-up products.
The new collection will feature adorable costumes for toddlers and children aged 2 – 9 years, along with themed accessories and party decorations, designed to capture the charm of the original stories. Whether for imaginative play, special celebrations, or everyday dress-up fun, the range will offer something for every little Peter Rabbit fan.
“There are dress-up and party opportunities with Peter Rabbit year round, from at home role-play and gifting, to Easter celebrations, birthday parties and baby showers.” Comments Dominique Peckett, Director at Smiffys. “We are excited to be working with this legendary brand once again to bring creative new Peter Rabbit costumes and partyware to the market.”
Zoe Smith, Senior Licensing Manager, Penguin Ventures said "We are thrilled to see Peter Rabbit's timeless charm brought to life through Smiffys' new collection of dress-up costumes and partyware. This partnership allows families to celebrate and enjoy the beloved characters whether through playful dress-up, World Book Day or seasonal occasions."
This latest licensing deal reinforces Smiffys’ commitment to providing high-quality, innovative dress-up products inspired by beloved characters. The Peter Rabbit range is set to launch in February 2026, offering retailers and families a delightful new way to celebrate and enjoy this cherished storybook world.
View The Peter Rabbit Costume Collection
The Smiffys Peter Rabbit collection will be available in UK & Ireland. Available to pre-order now at smiffystrade.com
For more information on Smiffys new range or bespoke product opportunities, get in touch with the Smiffys team at:
About Smiffys
Smiffys are a leading global supplier of fancy-dress costumes, wigs, accessories and make-up. Smiffys are renowned for providing quality, innovative and fun designs for their customers who love to stand out from the crowd and celebrate in style with a sense of humor. They are proud to design all their costumes and accessories “in-house” in the UK.
About Peter Rabbit™ and Beatrix Potter
The Tale of Peter Rabbit is one of the world’s best-loved children’s books and was originally written by author and illustrator, Beatrix Potter in a picture letter in 1893. It was first published by Frederick Warne & Co. (today an imprint of Penguin Random House) in 1902 and the story has never been out of print since, selling in excess of 46 million copies worldwide. Today over 2 million of Beatrix’s books are sold globally every year, whilst Peter Rabbit has appeared on books and merchandise in more than 110 countries throughout the world.
In 2026, we will be celebrating 160 years since Beatrix Potter’s birth. This will closely be followed in 2027 by the 125th anniversary of Peter Rabbit (marking 125 years since we first published Beatrix Potter’s The Tale of Peter Rabbit).
Penguin Random House Children’s is committed to growing and protecting The Peter Rabbit™ brand. The World of Peter Rabbit™, one of the world’s largest literary based consumer products and experiences programmes, is managed in-house by Penguin Ventures.