Artist in Focus

Potter-ing Around

This year’s 120th anniversary of Peter Rabbit coincides with the V&A opening its doors on a six month exhibition of Beatrix Potter’s artistic life, Beatrix Potter: Drawn to Nature, celebrating how her illustrations have captured the imaginations of people the world over for well over a century.

With greeting cards being the very first product to be graced with one of the UK’s best loved illustrators’ designs, PG tracks back to the early days of Beatrix’s greeting card fame as well as burrowing into the plans for Peter Rabbit’s milestone year.

Peter Rabbit is on for a big 120th birthday this year. However, while there’s no doubt that Beatrix Potter’s most famous character is Peter Rabbit, it was actually another rabbit, Benjamin Bouncer, with whom Beatrix first found success - and it was through greeting cards that Miss Potter first chose to share her endearing artwork with the world.

Beatrix Potter made her first Christmas cards for her family in 1889, which featured Benjamin Bouncer, her pet rabbit. Encouraged by the family, Beatrix and her brother Bertram looked at purchasing a printing machine so they could print the cards commercially. The printing machine cost £16, but they were short by £6. Beatrix’s Uncle Harry (who was the English chemist, Sir Henry Roscoe), suggested that the cards were of such quality ‘any publisher would snap at’ and encouraged her to try to sell them.

With this in mind, Beatrix prepared six more designs for cards, based again on Benjamin Bouncer. She sent them to a list of five publishers, starting with the company Marcus Ward, but they were promptly returned. Bertram then delivered the pictures to Hildesheimer & Faulkner himself. The following day a cheque for £6 arrived and a request to the ‘gentleman artist’ for more sketches.

Uncle Harry offered to take Beatrix to the offices of Hildesheimer & Faulkner to show them her new designs - this was Beatrix’s first business meeting and she did the negotiations herself. Her designs were published in 1890, first as Christmas and New Year cards, and then as illustrations, featuring alongside a set of verses by Frederic E Weatherly. Offering inspiration to many current day would-be card publishers and artists, Beatrix was just 24 years old at the time.

“It would’ve been most unusual for a woman to be conducting business herself in those days,” explains Sara Glenn, curator of the Frederick Warne Archive. “But Beatrix was not a normal Victorian lady. We know from letters in the archives that Beatrix had a head for business. She also enjoyed scientific research and understanding the natural world around her.”

With Peter Rabbit having been (and still to this day) a star of the show, it was an illustrated letter in 1893 which told a story about Peter, Beatrix’s pet rabbit, to the son of her ex-governess that saw Peter Rabbit come to life. Encouraged by the feedback, Beatrix decided to try and get her Peter Rabbit story published. She sent the manuscript to six publishers, who all turned it down. Undeterred, in 1901 she privately published 250 copies. The books sold so well that Frederick Warne & Co (one of the publishers who had initially turned down the book)

Above: This year marks the 120th birthday of Peter Rabbit. Left: Beatrix Potter. Bottom left: Benjamin Bouncer appeared on Beatrix Potter’s first greeting cards published in 1890 by Hildesheimer & Faulkner. Bottom right: In addition to greeting cards, Hallmark also offers this endearing Peter Rabbit giftbag.

offered her a publishing contract. In 1902, Warne published an initial print run of 8,000 books, which were all pre-sold prior to publication.

After the success of these early books, Beatrix, showing incredible forward thinking, initiated the development of Peter Rabbit licensed merchandise by registering a patent for a Peter Rabbit doll with the Patent Office in 1903. “This really was the start of the Peter Rabbit merchandise programme,” says Sara. “Beatrix was ahead of her time when it came to licensed merchandise, and we know from letters in our archives that she was very hands-on. In 1910 she designed a Jemima Puddle-Duck doll, which was made by J.K Farnell. Not only did she negotiate the agreement, she also visited the factory in Acton to collect the royalties!”

Some of Beatrix’s most notable greeting cards were the cards she designed for one of her favourite charities, the Invalid Children’s Aid Association (ICAA). Between the years of 1925 and 1941 she regularly produced Christmas cards that helped raise money for the work of the ICAA.

And today, the public’s love of Peter rabbit continues to grow as modern day licensees introduce Peter Rabbit and his friends to new audiences with Hype Cards and Hallmark being active greeting card licensees while Danilo has introduced Peter Rabbit into its innovative 3D musical Advents range. Sharing her views on the enduring appeal, Paula Ford, Hype’s creative director, says: “The books are a perennial nursery favourite and the art is loved by all generations. The detail is exquisite and the characters tremendously charming. With our cards we aim for a tactile quality by printing them on heavy textured board which looks and feels like watercolour paper.”

Remaining true to Beatrix’s historic creations, Hype publishes an extensive range of greeting cards and mini cards, as well as gift wrap and is just launching a set of 10 retro button badge designs that will be sold in a counter box. The World of Beatrix Potter is one of the world’s longest running and largest international literature-based licensing programmes. Beatrix Potter was a pioneer and a very astute businesswoman and thanks to her early efforts, the 120-year old Peter Rabbit has appeared in books and on licensed product in over 110 countries throughout the world - but it all started on greeting cards!

Left: One of the many Beatrix Potter cards from Hype Associates. Below: A 3D musical Advent from Danilo.

Hoppy 120th Birthday

Just some of the plans for Peter Rabbit’s 120th anniversary celebrations being spearheaded by Penguin Random House.

l Peter Rabbit’s role as children’s ambassador for the Queen’s Green Canopy will see Peter supporting tree planting initiatives throughout the year, while celebratory Picnics for Peter will take place during the summer supported by key partners at locations throughout the UK. l There will be a programme of experiential activations in the UK offering families immersive events throughout the year, to include a brand new Peter Rabbit Story Time Trail which launches in March. It will tour libraries and gallery spaces across the country, with venues booked up until July 2023. The trail will offer little ones the chance to step into The Tale of Peter Rabbit. l There will be a brand new stage production, Happy Birthday Peter Rabbit, launching at the World of Beatrix Potter attraction in the Lake District this summer. l Outside of the UK, celebrations will include a major touring exhibition of Beatrix Potter’s original Peter Rabbit artwork in Japan, while a new permanent Peter Rabbit English Garden will open at Fuji Motosuko Resort with Fujikyuko Co. l In Australia, a collectable 120th anniversary stamp pack will be produced by Australia Post, consisting of 12 commemorative stamps.

Bouncing with joy

Among the Peter Rabbit licensees is Enesco, which has held a Beatrix Potter licence for over 30 years.

At Spring Fair, Enesco will have a large feature area dedicated to Beatrix Potter and Peter Rabbit’s anniversary, with a celebratory event held at the show.

Among its new Peter Rabbit products are a Running Peter figurine (a limited edition of only 1,200 pieces), an Insulated bottle bag, the company’s multi-award-winning baby collection while there will also be additions to the Beatrix Potter by Jim Shore collection which features a new mini size range, plus full size figurines.