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 three hundred 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, 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 thirty years. Today, roughly one out of three children and adolescents (ages two – nineteen) 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."

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 nine 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, ‎National Afterschool Association executive director. "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.

"We are so excited to introduce Peter Rabbit to new readers across the U.S. 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 three hundred 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 one hundred 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 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 and National AfterSchool Association websites for fun and easy-to-use tools to educate children about the importance of healthy eating habits and being active.