London-based Silvergate Media, which co-owns and manages the licensing program for the Peter Rabbit TV series with Penguin Random House, has tapped Hong Kong’s Wanda Kidsland to represent the brand in China. Wanda Kidsland—which specializes in indoor mall attractions and early learning education centers—will manage the brand’s consumer products program, content distribution, promotions and shopping mall attractions in the territory.
The agreement follows Silvergate Media’s ongoing efforts to establish a dedicated Chinese business arm and develop new commercial opportunities in the region. The focus on shopping mall attractions also comes at a time when live and location-based brand extensions continue to drive growth for the likes of Mattel, Nick Jr., Wild Kratts and Pingu.
Silvergate previously partnered with Wanda Kidsland on its Octonauts property. The company currently oversees 54 Octonauts Kidsland indoor mall attractions, 93 education centers, 230 offline marketing events and 80 live shows.
Peter Rabbit is co-produced by Nickelodeon, Penguin Random House and Silvergate Media. The series targets preschoolers and first launched in China with national broadcaster CCTV in 2014, with support from web TV platforms including TenCent and Youku.