The classic Beatrix Potter tale of Peter Rabbit that has been re-imagined in a new TV series from Silvergate Media, Nickelodeon and Penguin UK has a new toy partner in Vivid for the UK, Europe and Australia.

The deal will see Vivid produce a range of branded toys, including figurines, playsets and plush products based on the CGI series Peter Rabbit. The products will have an initial launch in spring/summer 2014, with the full range launching in autumn/winter 2014.

Silvergate Media holds worldwide licensing and merchandising rights for Classic Peter Rabbit and holds all audiovisual, licensing and merchandising rights for the new CGI Peter Rabbit worldwide, excluding the Americas and India which are controlled by Nickelodeon US. For its part, Penguin will be supporting the animation in 2013 with a full publishing program.

Animated by Brown Bag Films, Peter Rabbit series currently airs on Nickelodeon in the US, CBeebies in the UK, ABC Australia and France Televisions in France. Recent broadcast sales include RTE Ireland, SVT Sweden, NRK Norway, Finnish Broadcasting Company YLE and RAI Yoyo in Italy.

The World of Beatrix Potter, initiated by the original Peter Rabbit author herself, is now one of the world’s longest running and largest international literature-based licensing programs with more than 350 licensees worldwide.