Beatrix Potter was actually quite ahead of her time when it came to licensing and merchandise. As early as 1903, she designed and patented a Peter Rabbit doll herself, making Peter Rabbit the world's oldest licensed literary character. She was very hands-on with her brand, creating and approving various items based on her beloved characters. After her death, the rights to her works and characters passed on to her estate and have since been managed by various companies, including Warne and Penguin Random House. Today, the Peter Rabbit franchise is a massive, global brand worth hundreds of millions of dollars.