has relaunched this week providing a brand new online burrow for this much-loved, classic character.

Publisher and brand owner, Frederick Warne has created a website which retains the charm of Beatrix Potter’s illustrations whilst providing visitors with a richer, more fulfilling online experience. A dynamic new children’s section, based on the idea of a pop-up book, provides interactive games and activities for parents to enjoy with their children. A new online bookshop offers gift-buyers a far more intuitive and informed shopping experience and collectors and fans can find the definitive information on Beatrix Potter and her work.

Stephanie Barton, Managing Director Frederick Warne, said, “It is vital that the Peter Rabbit brand remains relevant and contemporary. By embracing the latest developments in digital technology we have been able to bring the storybook characters to life, with new flash games, sound and animation. As an extremely astute business woman, Beatrix Potter was ahead of her time in harnessing the opportunities that Peter Rabbit afforded as a brand, and our digital developments reflect that same ethos by offering children access to a classic much-loved literary character on multiple platforms.“

The site was designed and built by digital agency Complete Control. With such a diverse user base visiting, the biggest challenge was finding a design solution that would appeal to all. Whether collectors looking for the latest memorabilia, visitors to the Lake District seeking information on Beatrix Potter, or parents and grandparents introducing their children to Peter Rabbit for the first time; the new site delivers for all users on every level. Developments for 2009 will include an online community for collectors and increased video and audio content.

Joanna Galvin, Online Marketing Editor said, “The digital possibilities for such a classic and enduring brand are endless, but I was keen to reflect the intrinsic appeal and special values associated with Peter Rabbit. A survey of current visitors confirmed that the majority of our users were looking to shop, seek information on Beatrix Potter or play games with their children and these are exactly the areas we have focussed on developing. Complete Control has done a fantastic job, extending the brand experience and giving visitors reason to return.”

For more information:

Frederick Warne
Tel: 020 7010 3048

Complete Control
Tel: 01225 874500

Published on: 12:00AM on 10th October 2008