eOne signs Fisher-Price as US toy partner for Peppa Pig
Fisher-Price, Inc., a subsidiary of Mattel, Inc. has been unveiled as Entertainment One’s new pre-school toy partner in the USA for Peppa Pig.
Leading toy manufacturer Fisher-Price is on board to develop a comprehensive toy line based on the animated TV series which will target the pre-school market pending negotiation of the final details of the relationship between the parties.
As the first licensing partner for Peppa Pig in the US, Fisher-Price represents a significant first step in eOne’s strategy to build a strong licensing programme for the brand in the USA. eOne will look to replicate the success of the UK toy category which launched in 2005. Peppa Pig ranked as the UK’s number one pre-school property in the total toy market for 2010 according to NPD data.
Andrew Carley, head of licensing at Entertainment One, commented: "The appointment of Fisher-Price is an exciting development in the expansion of Peppa Pig in the US and sets the standard for future partners to the American licensing programme. Partnering with such a prestigious toy licensee in the US at this stage in the property’s evolution is testament to the strength of the US broadcast figures, the proven success of the brand in the UK and the confidence many have that the brand will be a big hit with US consumers."
Susie Lecker, senior vice president for Fisher-Price Friends, commented: "Fisher–Price is very pleased to partner with eOne to bring a character of this quality to the US market. Peppa Pig is such a warm, endearing, and relatable personality, and the stories offer a wholesome message that families really appreciate. We know how much children love to play out the adventures they see on TV—as well as dream up their own—so we’re really excited to be developing a line of Peppa Pig toys."
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