Warne was among the six publishers to whom Beatrix Potter submitted her first book, the story of a rabbit called Peter. As did the other five, Warne turned the proposal down. People at the company changed their minds, however, when they saw the privately printed edition of the book in 1901. They offered to publish it if Potter redid the illustrations in color. The next year, Warne published The Tale of Peter Rabbit, and by Christmas had sold 20,000 copies. Thus began a forty-year partnership that saw the publication of twenty-two additional Little Books and the development of a flourishing merchandising program, the first of its kind based on a children's book.