Once upon a time there were four little Rabbits and their names were Flopsy, Mopsy, Cottontail and Peter. So begins Beatrix Potters 'The Tale of Peter Rabbit', first published in 1902, unequivocally one of the best-selling children’s classics of all time, which hasn't been out of print since! The World of Beatrix Potter has become an enduring phenomenon and is the world’s longest running and largest international literature based merchandise programme.