To celebrate its upcoming role in PETER RABBIT™, one of the most anticipated movie releases of the year, Harrods is teaming up with Sony Pictures for a month-long campaign of activity. The campaign will bring together two of Britain’s most recognisable names, Harrods and Peter Rabbit, with in-store activations for all ages across the Knightsbridge store.
The movie PETER RABBIT™ features the mischievous and adventurous hero who has captivated generations of readers all around the world. The film schedule included overnight shoots across the Harrods store, and to celebrate its involvement, Harrods will be creating a storewide experience, from exclusive product and retail theatre to visual merchandise presentations.
From March 8th, the world famous Harrods Brompton Road windows will come alive with PETER RABBIT™ displays, with each window representing scenes from the movie, allowing fans to follow Peters’ exciting journey – from Mr. McGregor’s garden all the way to Harrods. Thanks to some technology trickery, one window will even enable customers to see their reflection grow a pair of bunny ears.
From the 10th until 31st March, every weekend from 12-5pm, Harrods Toy Kingdom will host a series of PETER RABBIT™ scavenger hunts for Harrods customers to experience the mischief of Peter Rabbit, where children will help our Harrods Security Guard track down missing artefacts and find the culprit.
Harrods will also be celebrating exclusive film merchandise, which can be found in Pop Ups portraying allotment gardens inspired by the film, in Harrods Gift Shop and Toy Kingdom.
Preparations for this collaboration began with Sony Pictures in 2016, with Harrods helping to create a replica Toy Department off-site. Filming subsequently took place through two nights across the store in March 2017.
PETER RABBIT, the mischievous and adventurous hero who has captivated generations of readers now takes on the starring role of his own contemporary comedy. In the film, Peter’s feud with Mr. McGregor (Domhnall Gleeson) escalates to greater heights than ever before as their fight to gain control of McGregor’s coveted vegetable garden and the affections of the warm-hearted animal lover who lives next door (Rose Byrne) extends to the Lake District and London. James Corden voices the character of Peter with playful spirit and wild charm, with Margot Robbie, Elizabeth Debicki, and Daisy Ridley performing the voice roles of the triplets, Flopsy, Mopsy, and Cottontail. Directed by Will Gluck from a screen story and screenplay by Rob Lieber and Will Gluck, based on the characters and tales of Peter Rabbit by Beatrix Potter, the film is produced by Will Gluck and Zareh Nalbandian.
PETER RABBIT™ launches in cinemas in the UK on 16th March 2018