Target Australia, PAS Group's Designworks and Australian licensing agent Haven Global have come together to launch a new Peter Rabbit collection and campaign in Target stores.
The first collection of 31 babywear pieces launched exclusively in Target Australia stores and online on November 30, with the partnership set to grow further in 2021 with a cross-category Easter campaign, expanding into family sleepwear, nursery, homewares and seasonal gifting.
The launch is accompanied by a cross-channel marketing campaign, including a digital and social media plan that will see activity launch across Target social platforms and shared across Peter Rabbit global channels, supported by influencer activity and a dedicated landing page on the Target website.
Speaking on the partnership, Haven Global director Yvonne King said that the launch of the range aligns well with Target's new positioning.
"We’ve always strived to retain the trusted and quality positioning of the Peter Rabbit brand and this aligns perfectly with Target’s new direction of believing a better life is one that’s lived, not with more things but with things that mean more.
"We’re looking forward to launching an expansive range of great quality products families can afford," she said.
Penguin Ventures head of international licensing Lindsay Pearl added that the business is thrilled to expand the Peter Rabbit brand across Australia.
"Designworks has been a wonderful long-term partner of ours, and we are so delighted to announce their new collaboration with Haven.
"This will be the first time such a large Peter Rabbit clothing collection will be made available at Target, and we are excited to see ‘The World of Peter Rabbit’ come to life in their stores, and online across Australia," she said.
The Peter Rabbit baby clothing collection is available now at Target Australia and retails for between $18-$39.