Family entertainment producer and distributor Chorion, through working with Frederick Warne & Co, is expanding the reach of The World of Beatrix Potter with new licensees, retail programs, and expanded product lines for Peter Rabbit across the US, UK, Australia and Asia.

The brand now has a roster of more than 350 licensees and programs at retailers around the world.

Pottery Barn Kids in the US has housed Peter Rabbit bedding, nursery décor, housewares and Easter products and plans to continue and expand the range in 2011.

Australia, which currently has a publishing and licensing program for The World of Beatrix Potter, will see a cross-category launch in Toys ‘R’ Us stores, featuring Peter Rabbit infant apparel, bedding, toys, feeding and hard goods such as strollers and high chairs, from August 2010.

The growth of The World of Beatrix Potter in Europe has also been reflected with the appointment of agents to introduce the characters to new audiences and grow licensing and merchandising programs. For the first time, CPLG is representing the property in France, Germany and Benelux, with Bulls Press acting as agent across Scandinavia.

The V&A Museum in London will present an exhibition, Peter Rabbit: The Tale of the Tale, from July 2010 to January 2011, which will trace the story of The Tale of Peter Rabbit from its conception in an illustrated letter in 1893 to its publication by Frederick Warne & Co. in 1902 and beyond.

Meanwhile, the brand positioned for growth in Asia as 2011 welcomes the Year of the Rabbit as well as the 40th anniversary of the publication of the Japanese-language Peter Rabbit books.

New animation is now in development for Peter Rabbit to include a TV series and specials, with the launch date to be announced soon.