Peter Rabbit apparel will now be sold in new territories globally as part of a fresh licencing deal with Penguin Ventures.

Penguin Ventures – the licensing arm at Penguin Random House – has announced a worldwide series of partnerships on behalf of the brand’s owner, Frederick Warne & Co.

Australian retailer Cotton On will launch a women’s sleepwear collection across Australia, New Zealand, South Africa and Brazil in 387 stores by the end of February and online by March, under its Body brand.

Lindsay Pearl, head of international sales at Penguin Ventures, said the demand for Peter Rabbit apparel has “surpassed all expectations” this year.

“With a meaningful presence in key markets, it is heartening to see how much Peter continues to resonate with our global audience, from infant ranges through to women’s nightwear and a family offering.”

In other markets, London-based baby and toddler clothing brand Mori will launch a keepsake collection for children aged up to six from Easter. Peter Rabbit’s sleepwear and daywear will be crafted on their signature organic fabrics.

In the UK, Blade & Rose launched Peter Rabbit apparel last year with plans to expand its ranges for children up to four years across Europe and Italy next month.

US-based Children’s Apparel Network will sell Peter Rabbit Baby apparel and accessories in the US and Canada and launch a Peter Rabbit Baby Accessories collection through TJMaxx and Marshalls next February.

Peter Rabbit was a character created by children’s book author Beatrix Potter, who first appeared in 1902. Five more books followed between 1904 and 1912 and the character has in more recent times appeared in films.