Taylor Herring briefed to celebrate Beatrix Potter

Penguin Random House has hired creative brand comms agency Taylor Herring to help celebrate the 150th anniversary of the birth of Beatrix Potter, British author, illustrator and creator of children’s characters such as Peter Rabbit.

The agency, which won the account following a competitive pitch, has been briefed to develop a campaign that will bring a series of key characters from the world-famous Tales of Beatrix Potter into the 21st Century.

Taylor Herring will be part of a wider agency, in-house, licensed partners and charitable organisations team running multiple campaigns and events across 2016.

Susan Bolsover, head of licensing and consumer products at Penguin Random House, said: “Taylor Herring’s ideas really stood out for us – its understanding of what will create a “wow” media moment was exactly what we were looking for. We can’t wait to share it with the public later this year.”

James Herring, Taylor Herring’s managing partner, added: “The word iconic is often used without the subject being truly worthy – but the Beatrix Potter brand is fully deserving of such a plaudit. We’re beyond delighted to be working with Penguin Random House during such an exciting year and revealing a campaign that will be sure to please old and new Potter fans alike.”

Last week, Penguin Random House Children announced that a rediscovered Potter tale about a cross-dressing, gun-toting cat, Kitty in Boots, will be released in September with illustrations by Quentin Blake.