The World of Beatrix Potter™ at the Victoria & Albert Museum

Written by Bartlett Goodman Tuesday, 09 August 2011 21:03

London - Beatrix Potter was the first fully to exploit the merchandise possibilities of fiction. Peter Rabbit became a popular culture phenomenon twenty-five years before Walt Disney conceived his screen icon, Mickey Mouse. Today, The Tale of Peter Rabbit remains one of the best-selling children's classics of all time and The World of Beatrix Potter™, initiated by Beatrix herself in 1903, is one of the world's largest international literature-based licensing programmes.

Peter Rabbit was the preferred choice for merchandise from the outset. By December 1903, Warne had published its sixth edition of The Tale of Peter Rabbit in just over a year. Encouraged by the book's success, Beatrix began making a Peter Rabbit doll for the niece of her publisher, Norman Warne: 'I am cutting out calico patterns of Peter, I have not got it right yet, but the expression is going to be lovely; especially the whiskers - (pulled out of a brush!)' (Letter to Norman Warne, 10 December 1903)

In 1902, Beatrix had omitted to secure the copyright of The Tale of Peter Rabbit in the United States.  The ensuing loss of royalties had taught her a valuable lesson: she photographed her finished Peter Rabbit doll and registered it immediately at the Patent Office. The following year Beatrix presented Norman with a design for a Peter Rabbit game:

'I have written the rules at some length, (to prevent arguments!) but it is very simple, & the chances are strongly in favor of Peter.'
(Letter to Norman Warne, 7 December 1904)

As the series of Peter Rabbit books extended so too did the character-base for merchandise, referred to by Beatrix Potter as her 'little side shows'. Benjamin Bunny, Jemima Puddle-duck and Tom Kitten soon appeared beside Peter Rabbit in painting books and on calendars, handkerchiefs, jigsaw puzzles, slippers, stationery, tea-sets and wallpaper.

Beatrix pursued her merchandise interests long after failing eyesight forced her to relinquish illustrating children's books. Never short of ideas, Beatrix monitored every stage of product design, her principal concern always to remain faithful to her original book illustrations. Even today, whether Peter Rabbit promotes Barbie dolls, Konica cameras or Japanese mayonnaise, the 450 licensees worldwide continue to uphold Beatrix's original intentions.

The purpose of the Victoria and Albert Museum is to enable everyone to enjoy its collections and explore the cultures that created them; and to inspire those who shape contemporary design. All our efforts are focused upon a central purpose - the increased use of our displays, collections and expertise as resources for learning, creativity and enjoyment by audiences within and beyond the United Kingdom. Visit the V&A at : www.vam.ac.uk/

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