Peter Rabbit Encourages Kids to Eat Healthy and Be Active through New Special Edition Book and Education Campaign

(NEW YORK, N.Y.) November 6, 2014 – The globally beloved Peter Rabbit character will be featured in a new health and wellness initiative, Hop to Health, launching this fall. The new kid-targeted campaign was created through a partnership with the Alliance for a Healthier Generation, the National AfterSchool Association, and Nickelodeon who joined forces with Penguin Young Readers to educate children and their families about the importance of healthy eating habits and being active. 

This fall, 60,000 free copies of a new special edition Peter Rabbit book, On Your Mark, Get Set, Hop!, will be distributed to more than 300 out-of-school time providers across the United States. The books will be accompanied by posters and placemats, empowering children and families to develop healthy habits for life. This new book features art inspired by Nickelodeon’s Peter Rabbit CG-animated series, which  is based on the characters created by Beatrix Potter in her classic children’s book collection The Tales of Peter Rabbit.

The Peter Rabbit Hop to Health campaign is an important part of the Alliance for a Healthier Generation’s mission to combat childhood obesity. Childhood obesity has almost tripled in children and adolescents in the past 30 years. Today about one out of three children and adolescents (ages 2-19) in the United States is overweight or obese, putting them at risk for serious health problems.

“The Peter Rabbit brand is the perfect pathway to teaching kids and families about the importance of leading healthier lives,” said Dr. Howell Wechsler, CEO of the Alliance for a Healthier Generation. “We are thrilled to be joining with the National AfterSchool Association, Nickelodeon and Penguin Young Readers Group to ensure out-school-time providers, families and kids themselves, have the tools and resources they need to develop lifelong, healthy habits.”

More than 15 percent of American youth are involved in afterschool programs and millions more engaged in summer camps, community centers and faith-based organizations. Out-of-school time providers are poised to create environments for young people where healthy eating and physical activity options are accessible and encouraged. They play an essential role in empowering youth to make healthy choices and become leaders and advocates for healthy changes.

In addition to educating children and families on the importance of healthy living, the campaign also provides out-of-school time staff with fun and easy-to-use tools to talk to children and families about the importance of eating healthy and staying active. The five tips the Peter Rabbit Hop to Health campaign teaches about healthy, active living include:

• Eat your fruits and vegetables with every meal, including snacks.
• Get up, move and sweat every day.
• Sleep for at least 9 hours every night.
• Drink water every day.
• Get outside and play! Cut down on the time you spend watching TV or playing on the computer.

"Out-of-school time programs play a vital role in whole child development and contributing to healthy communities. Afterschool professionals continue to look for innovative ways to help children learn about health and wellness and to increase literacy skills,” said Gina Warner, ‎Executive Director at National Afterschool Association. “The Peter Rabbit Hop to Health campaign effectivity combines these two key areas, creating meaningful experiences for students. The NAA is pleased to partner with these great organizations to provide resources aligned with the NAA Healthy Eating and Physical Activity Standards."

Additionally, Nickelodeon will support the Peter Rabbit Hop to Health campaign through its social media channels to spread the message of healthy living to millions of children. Nick’s CG-animated Peter Rabbit preschool series is produced in conjunction with Silvergate Media and follows the adventures of the mischievous Peter Rabbit and his best friends Benjamin Bunny and Lily Bobtail, as well as many of the much-loved and iconic Beatrix Potter characters.

“Nickelodeon is pleased to join this effort to reach kids across the county with tools they can use to make healthy lifestyle choices,” said Jean Margaret Smith, Senior Vice President, Public Affairs, Nickelodeon Group. “Afterschool organizations are increasingly the place where kids are learning good habits, and the iconic Peter Rabbit connects with kids on being active, fit and fun.”

"We are so excited to introduce Peter Rabbit to new readers across the US. Our partnership with Alliance for a Healthier Generation, the National AfterSchool Association, and Nickelodeon is a perfect alignment to educate kids and their families about wellness through Peter Rabbits’s fun and healthy habits,” said Francesco Sedita, President and Publisher of Warne, an imprint of Penguin Young Readers.  

The 60,000 books will be distributed to more than 300 out-of-school time providers across the United States enrolled in the Alliance for a Healthier Generation’s Healthy Out-of-School Time Initiative including more than 100 Boys & Girls Clubs and National Recreation and Park Association sites across the country. The Alliance’s Out-of-School Time Initiative provides out-of-school time programs with evidence-based professional development and the processes, tools and resources needed to increase children’s access to healthier foods and physical activity.  

Parents are encouraged to visit the Peter Rabbit website (www.peterrabbit.com/us) for free resources from the Peter Rabbit Hop to Health campaign to empower children to lead healthy lives.

Out-of-school time staff should visit the Alliance for a Healthier Generation (www.healthiergeneration.org) and National AfterSchool Association (www.naaweb.org) websites for fun and easy-to-use tools to educate children about the importance of healthy eating habits and being active.

About the Alliance for a Healthier Generation
The Alliance for a Healthier Generation, founded by the American Heart Association and the Clinton Foundation, empowers kids to develop lifelong, healthy habits. The Alliance works with schools, companies, community organizations, healthcare professionals and families to build healthier environments for millions of children. To learn more and join the movement, visit HealthierGeneration.org.  

About the National AfterSchool Association
NAA’s mission is to foster development, provide education, and encourage advocacy for the out-of-school-time community. It is the membership organization for professionals who work with children and youth in diverse school and community based settings to provide a wide variety of extended learning opportunities and care during out-of-school hours. In 2011 NAA created Standards for Healthy Eating and Physical Activity in Out-of-School Time Programs to provide evidence-based, practical Quality Standards to foster the best possible nutrition and physical activity outcomes for children.

About Nickelodeon
Nickelodeon, now in its 35th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books and feature films. Nickelodeon’s U.S. television network is seen in more than 100 million households and has been the number-one-rated basic cable network for 19 consecutive years. For more information or artwork, visit http://www.nickpress.com. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NASDAQ: VIA, VIA.B).  

About Penguin Young Readers
Penguin Young Readers is one of the leading children's book publishers in the United States. The company owns a wide range of imprints and trademarks including Dial Books, Dutton, Grosset & Dunlap, Philomel, Puffin, Speak, Firebird, G. P. Putnam’s Sons, Viking, Razorbill, and Frederick Warne. These imprints are home to such award-winning, New York Times- bestselling authors as, Laurie Halse Anderson, Jay Asher, Judy Blume, Jan Brett, Eric Carle, Ally Condie, Roald Dahl, Tomie dePaola, Sarah Dessen, Anna Dewdney, John Flanagan, John Green, Anthony Horowitz, Oliver Jeffers, Mike Lupica, Richelle Mead, Richard Peck, Patricia Polacco, and dozens of other popular authors. Penguin Young Readers Group is also the proud publisher of perennial brand franchises such as The Little Engine That Could, the Nancy Drew and Hardy Boys series, Peter Rabbit, Spot, the Classic Winnie the Pooh, The Very Hungry Caterpillar, Strega Nona, Madeline, Mad Libs, Alex Rider, the Rangers Apprentice, Skippyjon Jones, Flower Fairies, and Pippi Longstocking, among many others. Penguin Young Readers Group is a division of Penguin Group LLC, a Penguin Random House company.