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V&A to host "major" Peter Rabbit exhibition

01.06.10 | Katie Allen

The Victoria & Albert Museum in London is to host a major exhibition on Beatrix Potter's Peter Rabbit this summer as the brand continues to be developed by Chorion and Penguin-owned publisher Frederick Warne.

Peter Rabbit: The Tale of the Tale will run from 3rd July-8th January 2011, and will trace the development of the character from a collection including illustrated letters, original illustrations and the author's personal correspondence.

Entertainment company Chorion is expanding the brand around the world with product launches in Australia, the US and Japan, where the brand is celebrating its 40th anniversary.

It was announced late last year that Potter's most famous characters are to be turned into an animated TV series and specials.

The World of Beatrix Potter is worth over $500m per annum, according to Chorion.

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