Peter Rabbit set for return in Chorion deal

Beatrix Potter's much-loved cast of children's characters, including Peter Rabbit, Jemima Puddle-Duck and Mrs Tiggywinkle, are to make a comeback on British television screens after two decades, thanks to a deal unveiled yesterday by the entertainment company Chorion and the publisher Penguin.

Chorion, whose executive chairman is the Labour peer Lord Ali, aims to have a new animation series ready for Christmas 2011. Lord Ali described Beatrix Potter's characters as the "holy grail" of publishing for children. "Our aim will be to introduce Beatrix Potter to a new generation of children and make her characters as loved today as they have been in the past," he said.

Chorion has already enjoyed success with traditional children's characters including the Mr Men and Noddy, and will aim to tap the vast global market for Beatrix Potter's work, worth as much as £190m a year.