Sustainable baby and toddler lifestyle brand, MORI, has launched a new collaboration – Peter Rabbit™ by MORI – in a licensed deal executed by Penguin Ventures on behalf of brand owner and Beatrix Potter publisher, Frederick Warne & Co. (now part of Penguin Random House). Inspired by Beatrix Potter’s love of nature, the keepsake collection of day and sleepwear is available for newborns up to age five years.
Commenting on the collaboration is Akin Onal, founder of MORI.
“We’re so excited to share our latest collection, Peter Rabbit by MORI, with our customers and the world. It has been a joy to design and to get back to reading these classic stories. So many of us grew up listening to our parents read us the Beatrix Potter stories at bedtime and have such fond memories of those moments, that we are now sharing these wonderful tales with our own children.
“Those bedtime moments are really special and we saw an opportunity for MORI to bring Peter Rabbit to life with a unique print that is soft and sensitive like our fabrics, and playful like Peter Rabbit. Now little ones can experience the softness of MORI with their favourite bedtime story character.”
Made from MORI’s signature bamboo and organic cotton fabric, the sleepwear collection includes a zip-up sleepsuit, pyjamas, long-sleeve bodysuit and a 1.5 TOG front opening sleeping bag. The collection for daytime adventures, meanwhile, includes a collared blue cardigan inspired by Peter Rabbit’s famous jacket. Made with ribbed fabric, MORI’s Peter Rabbit print features on the cuffs, pocket and lining, and is completed with coconut shell buttons.
Elsewhere, the daytime collection comprises a tan ribbed bonnet complete with floppy bunny ears and Peter Rabbit print lining, and an ecru organic cotton sweatshirt with a Peter Rabbit motif. There is also a bodysuit and leggings set and a Peter Rabbit cardigan, bodysuit and leggings set.
Also commenting is Lindsay Pearl, Head of International Licensing at Penguin Ventures.
“MORI values quality, design and being able to delight families, and so are the perfect partner to create this wonderful new collection of Peter Rabbit day and sleepwear. We are so excited to be working with MORI on this worldwide launch and to be able to bring such a playful assortment of clothing to Peter Rabbit fans around the world.”
The limited edition Peter Rabbit by MORI collection is available globally online via MORI’s website as well as Natural Baby Shower in the UK.
