In 1903, seeing the popularity of The Tale of Peter Rabbit, Beatrix Potter began to sew a doll version, writing, “I am cutting out calico patterns of Peter …” She patented the doll, which makes Peter Rabbit the oldest licensed character. It was followed by Peter Rabbit games, figurines, wallpaper, blankets, and tea sets. The merchandising helped make Peter Rabbit into a popular icon and created one of the biggest literature-based licensing organizations of its day. [1]
The Tale of Peter Rabbit is a children’s book written and illustrated by Beatrix Potter. The story follows mischievous and disobedient young Peter Rabbit as he gets into, and is chased around, the garden of Mr McGregor. He escapes and returns home to his mother, who puts him to bed after offering him chamomile tea. Peter Rabbit was a real rabbit and Beatrix Potter’s pet.
Whenever Potter went on holiday to the Lake District or Scotland, she sent letters to young friends, illustrating them with quick sketches. In an 1893 letter, she first told the story of “four little rabbits whose names were Flopsy, Mopsy, Cottontail and Peter”. It became one of the most famous children’s letters ever written and formed the basis of her future career. In 1901 she turned the story into her first book, The Tale of Peter Rabbit, and published the first 250 copies at her own expense after being turned down by numerous publishing houses. The book’s delightful simplicity and charm instantly made it a huge success.
London publishers Frederick Warne & Co, who had previously rejected the story, reconsidered and accepted it on the recommendation of their children’s book artist, if Potter agreed to colour her pen and ink illustrations for printing. Even before the publication of the tale in early October 1902, the first 8,000 copies were sold out. By the year’s end there were 28,000 copies in print and by the middle of 1903 there was a fifth edition sporting coloured endpapers, and a sixth printing was produced within the month. A year after the first commercial publication there were more than 56,000 copies in print.
Potter was also a canny businesswoman. As early as 1903, she made and patented a Peter Rabbit doll. It was followed by other merchandise over the years, including painting books, board games, wallpaper, figurines, baby blankets and china tea sets. All were licensed by Frederick Warne & Co and earned Potter an independent income, as well as immense profits for her publisher.
Potter wrote thirty books, the best known being her twenty-three children’s tales. Her books continue to sell throughout the world in many languages with her stories retold in songs, films, ballet, and animations.
Potter died on 22 December 1943 at the age of 77.
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