EOne unveils major Peppa expansion
Raft of new new licensees and extensions for current partners bolster UK Peppa Pig licensing programme
Entertainment One (eOne) has announced a fresh crop of licensing partners, deal renewals and brand partnerships that will enhance the consumer products program, further extending Peppa Pig’s retail presence in the UK.
New partners joining the UK licensing programme and set to debut products from 2018 include Ravensburger, which will introduce a new range of games and puzzles, Imagine8 for a range of hair accessories and costume jewellery, Pez will add Peppa Pig to its iconic line of licensed sweets dispensers and John Toys will bring out a range of PVC playballs from spring 2018. Vitabiotics, the UK’s largest vitamin supplier, will also launch a fun range of Peppa Pig shaped vitamins under the Wellkid brand in January.
A number of eOne’s long-standing partners have also had their licensing agreements renewed for Peppa Pig. These include master toy partner Character Options who continue to enjoy heightened success with its already immensely popular Peppa Pig Classic toy range, capturing the brand’s essence with authentic, true-to-the-show styling. Sales of Character’s range have been rising month on month, reflecting an overall surge in popularity and continued influence for the brand. Supported by a heavyweight marketing campaign for the range, the licensee expects to see this success continue into 2018 and beyond.
Character Options is joined by the continuation of Penguin Random House (publishing), HTI (role play toys), MV Sports (wheeled toys), Cooneen and Misirli (nightwear and underwear), Gemma International (party and greetings) and IG Design Group (expanding creative play range to include stationery).
“We’re delighted to be adding new partners that will further diversify the brand’s retail presence,” said Katie Rollings, Head of UK Licensing at eOne Family. “It’s also a pleasure to be strengthening our relationships with many of our key partners as we look forward to another exciting year ahead for Peppa Pig here in the UK.”
The Peppa for Baby brand extension has recently been refreshed with a new style guide to reflect a brighter colour palette and has been rebranded as My First Peppa Pig. Blues will launch a new line of baby and infant clothing and accessories from early 2018 and Rainbow Designs will follow in AW 2018 with a new range of early year’s activity toys. The expanded My First Peppa Pig collection will see the brand extend its retail footprint and open new retail partnerships in the nursery sector.
Supporting the UK consumer products programme, eOne continues to maintain promotional momentum with a packed schedule of retail marketing activity and charity partnerships. The licensor is currently running Peppa Pig in-store activities and promotions in The Entertainer stores across the UK to raise funds for charity Baby Lifeline. Throughout November 2017, Daddy Pig will be supporting global men’s health charity the Movember Foundation by growing a moustache and encouraging people to join a Daddy Pig team to raise funds for the charity. eOne is also extending its successful partnerships with many of its charities including Book Trust, the UK’s largest reading charity, which recently produced a Shop with Peppa activity story book exclusively for Sainsbury’s that sold over 6k copies in 3 weeks.
The brand will be boosted in 2018 when the newly extended Peppa Pig World themed attraction featuring two new rides opens to the public on 16 May. Save the Children will once again partner with eOne for the popular Muddy Puddle Walk, which raised over £230k for the charity when it launched in 2017, and will return in spring 2018.