Celebrating 160 Years of Peter Rabbit: An Exciting Adventure Campaign Ahead!

Celebrating Peter Rabbit's 160th Birthday with a Special Campaign!

In honor of Beatrix Potter, the beloved author of Peter Rabbit, who will celebrate her 160th birthday in 2026, Tokyu Corporation, in collaboration with Sony Creative Products, is thrilled to announce the "Let's Adventure with Peter Rabbit" campaign. Kicking off in July 2026, this unique celebration invites fans and families to immerse themselves in the enchanting world of Peter Rabbit.

Campaign Overview

The campaign reflects Tokyu's commitment to sustainable urban development while honoring Beatrix Potter's passion for nature conservation. Throughout the campaign, participants can enjoy various activities along the Tokyu train lines, including the spectacular "Peter Rabbit Train" featuring whimsical adventures that capture the heart of Potter's tales.

Key Highlights of the Campaign:

1. Peter Rabbit Train
- Operational Dates: Mid-July to Early August 2026
- Route: From Den-en-toshi Line to Tokyo Metro Hanzomon Line, and Tobu Isesaki Line/Nikko Line.
- The train will showcase exciting features based on the theme of adventure within Peter Rabbit's stories, allowing riders to experience the joy and creativity of the beloved character.

2. Commercial Facilities Engagement
- Locations: Futako Tamagawa Rise Shopping Center, Tama Plaza Terrace, and Granberry Park.
- Activities include a stamp rally, collaboration items, exclusive menus, and limited events between July 21 and August 31, 2026. Participants can collect stamps and win Peter Rabbit-themed prizes.
- Details of each activity can be found on the special campaign website linked below.

Special Activities on the Train:

- Adventure Plush Toy Photo Exhibition: Featuring award-winning entries from the official Peter Rabbit Instagram contest, showcasing plush toy adventures in picturesque settings.
- Children's Adventure Photo Exhibition: Displaying images captured by kids from local daycare centers, illustrating their experiences and adventurous moments in everyday life.
- Character Encyclopedia: Introduction of Peter Rabbit and his friends through creative posters, featuring quotes and excerpts from the beloved books. Fans can discover personal favorites among the characters.

The train will also air charming animations from the official Peter Rabbit Instagram, bringing delight to passengers young and old.

Exciting Commercial Facilities Campaigns

From July 21 to August 31, 2026, enjoy a series of initiatives at three shopping centers,

- Gift Campaign: Sample products from participating stores, claiming a chance to win exclusive Peter Rabbit merchandise.
- Hide and Seek Stamp Rally: Search for Peter Rabbit and his friends, collecting three types of stamps to win an original bookmark.
- Limited Edition Collaborative Items and Menus: Available in selected stores, featuring Peter Rabbit designs.
- Events in Bookstores: Coloring postcards and storytelling sessions to deepen love for Peter Rabbit.
- Pop-Up Store: The 'Peter Rabbit Happy Hoppy Market' will offer exclusive items, toys, and more at Futako Tamagawa Rise from July 24 to August 12, 2026.

Community Events: A Look into the Wonderful World of Peter Rabbit

- Greening Event: On Beatrix Potter's birthday (July 28), a delightful greeting session and flower gifts await participants.
- Vegetable Harvest Experience: A learning opportunity about gardening in a mock plot inspired by Mr. McGregor's garden.
- Kids Workshop: Encouraging creativity and play with crafting activities throughout July for preschoolers at local daycare centers.

About Peter Rabbit

Peter Rabbit has captured the hearts of millions worldwide since Beatrix Potter published her first edition of "The Tale of Peter Rabbit" in 1902. The series, celebrating its 160th anniversary, has been translated into 48 languages and sold over 250 million copies globally. Potter's imaginative tales, set in the picturesque Lake District, meld charming stories with delightful illustrations, cherished for generations.

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