17 Jun 2026
A milestone anniversary is being celebrated at Willows Activity Farm as the leisure venue marks 10 years since it first teamed up with CBeebies superstar Peter Rabbit.
Working in partnership with Silvergate Media – the co-producers and global licensing agent of the CGI animated TV series – and Lappset Creative, a leading manufacturer of themed activity attractions and play equipment, Willows announced a £1m investment in a major new themed adventure play area back in September 2015.
Opening the following April, it was the first Peter Rabbit-themed adventure play area of its kind, and initially included The Peter Rabbit Secret Treehouse, Mrs Tiggy-Winkle Kitchen and Lily Bobtail Nature Discovery.
Speaking at the time, Willows chief executive Andrew Wolfe said: “Andrew Wolfe, Chief Executive of Willows Activity Farm said: “We’ve worked tirelessly to ensure the new Peter Rabbit area will be a carefree place for younger children to learn through imaginative play and also bring a smile to the faces of the adults who will have memories of Peter Rabbit from their own childhood.”
Thomas Merrington, who was VP Brand & Creative with Silvergate Media at the time, said: “We wanted to bring Peter Rabbit to life for children who love watching the animated series. The new Peter Rabbit is a playful re-imagining of Beatrix Potter’s timeless children’s classic and has been a hit with parents and children alike.
“The beautiful countryside setting, coupled with their focus on wholesome, active play makes Willows the perfect place to do this. 2016 marks 150 years of Beatrix Potter and this is a fabulous way to ensure her most famous creation, Peter Rabbit will be enjoyed for generations to come.”
Willows also relaunched existing adventure play activities and facilities in line with Peter Rabbit, alongside a new restaurant, daily Peter Rabbit meet and greet appearances and shows featuring Peter Rabbit and Lily Bobtail.
Since 2016, the farm has steadily expanded its Peter Rabbit activities with the introduction of Mr Tod’s Lair, Peter’s Adventure Golf, and Cotton-tail’s Village. It is now one of only three places in the UK to meet Peter Rabbit and friends.
To commemorate the 10th anniversary, Willows is holding a week-long event, Party with Peter, between Saturday June 20 and Sunday June 28, and opening a new attraction, The Jeremy Fisher Hopper Ride.
The latest ride will be part of a new themed area based on the Beatrix Potter and CBeebies character, Jeremy Fisher, and will feature a fixed line of five seats which gently moves up and down a centre pole offering views across the farm.
The new ride will form the centrepiece of the nine day programme of party fun which includes storytelling, stage shows, arts and crafts for little ones to get stuck into, and the chance to get up close to the cast of characters in the farm’s daily meet and greet events.
One of the highlights of the party celebrations will be a daily parade featuring the stars of the Peter Rabbit series who will all be on show together for the first time.
Andrew Wolfe reflected on the past decade: “It’s hard to believe Peter Rabbit has been welcoming guests for 10 years now and we wanted to mark that occasion with a new experience and a special party for our guests.
“Since we opened with Peter Rabbit, Lily Bobtail and Benjamin Bunny, five more characters have joined from the CBeebies series and I’m delighted that Squirrel Nutkin, Mrs Rabbit, Rabbit, Cotton-tail, Jemima Puddleduck and Mr Tod will all be taking part in the parade too.
“The introduction of Peter Rabbit and friends in 2016 was a huge boost for the farm. It really put Willows on the map as a UK destination for fans of the children’s television series and we are still the only attraction in the country that gives visitors the chance to meet eight of the characters.”
For more information and to buy tickets, call 0333 331 2060 or visit the website at www.willowsactivityfarm.com
