From Peter Rabbit to Peppa Pig: How British IP Took Root in China’s Licensing Boom

When British author, Beatrix Potter self-published The Tale of Peter Rabbit in 1903 and promptly authorized a soft toy and stationery line, she could scarcely have imagined she was launching what many now regard as the world’s first modern brand-licensing case.

A century on, the United Kingdom has grown into the second-largest licensing market in the world—behind only the United States—and the undisputed hub of European licensing.

 

Breaking New Ground in the 1990s

Britain’s serious foray into the Chinese market began in the 1990s, when a handful of now-iconic properties established formal licensing programmes on the China mainland.

Early trailblazers included Thomas & Friends, Mr Bean, Teletubbies and the ever-charming Peter Rabbit. Their mix of polished storytelling, universal humour and reliable quality quickly won over Chinese audiences and laid the commercial foundations for a vibrant licensing sector.

Fast-forward to today and the scale is striking. 

According to the 2025 China Licensing Industry Report from the Licensing Council of China, over 100 British IPs were active in the Chinese licensing market by 2024, ranking the UK as the fourth-largest foreign IP source and highlighting the enduring influence and reach of British brands in the market.

 

Six Pillars of British IP Success in China

1. Animation and Children’s Content

British children’s programming has found a particularly receptive audience.

Shaun the Sheep, Octonauts, Thomas & Friends, Peter Rabbit, Paddington Bear, Alphablocks, and Mr Bean are household names, celebrated for their consistency and sly, distinctly British wit. And Peppa Pig has become one of the country’s most recognisable and commercially powerful family brands.

BBC Studios alone fields a formidable slate: Teletubbies, In the Night Garden, Bluey, Hey Duggee, and Sarah & Duck, all enjoy thriving merchandise programmes.

Even new arrivals such as Moley from Two Daughters Entertainment have quickly built dedicated fan bases.

Local agents and partners handle toys, books, and stationery, turning many of these British series into genuine evergreen IPs in China.

 

2. Museums and Heritage Brands

The past decade has seen an explosion of museum and heritage licensing in China.

Institutions such as the British Museum, National Gallery, Victoria and Albert Museum and Natural History Museum have collaborated with Chinese agents including Alfilo Brands and PPW, to launch elegantly designed products inspired by their collections—ranging from fashion and homeware to stationery and jewellery—bringing a taste of British culture to a new generation of Chinese consumers.

 

3. Films and TV Drama Series

British screen IP enjoys enduring cachet.

The Harry Potter films remain the category’s undisputed heavyweight, but the James Bond series, Sherlock, Doctor Who and Downton Abbey also command large and loyal following.

Licensed lines span toys and books to apparel and home décor, catering to mid-to high-end buyers seeking a touch of cinematic Britain.

 

4. Picture-Book and Literary Properties

Britain’s long tradition of children’s literature continues to resonate.

Classics such as Peter Rabbit, The Very Hungry Caterpillar, Mr. Men and Little Miss, and Brambly Hedge have spawned multi-language editions and a rich array of licensed stationery, toys and lifestyle goods, shaping the childhood of countless Chinese readers.

 

5. Fashion and Lifestyle Brands

The UK’s reputation as a global trend-setter translates naturally into fashion and lifestyle licensing.

Designers and houses such as Burberry, Vivienne Westwood and Paul Smith collaborate with Chinese partners on capsule collections and limited-edition releases.

The designer-toy craze has also welcomed British names: premium plush specialist Jellycat and the mischievously off-beat Fuggler have established themselves as highly coveted toys, while exploring licensing in other product categories in China.

 

6. Corporate and Automotive Icons

Britain’s prestige car marques lead the charge in corporate brand licensing.

In China, British automotive brands such as Land Rover, Rolls-Royce, Bentley, Jaguar, Aston Martin, and Mini offer licensed products—including collectible scale models, children’s ride-ons, and lifestyle accessories—that reinforce their aspirational image and create new revenue streams.

 

A Market Still Growing

The momentum shows no sign of slowing.

At China Licensing Expo 2025, a dedicated Europe Pavilion at Hall W2—now a fixture of the show in recent years—showcased an eclectic mix of classic and emerging British properties, underscoring both the diversity of UK creativity and the appetite of Chinese licensees.

From Peter Rabbit to Peppa Pig, from Harry Potter to Jellycat, British IP has proved remarkably adaptable, blending heritage and innovation to captivate Chinese audiences. With more than a century between that first soft toy and today’s sophisticated licensing deals, the UK’s cultural IPs continue to write new chapters in the dynamic Chinese market.