Monday, March 19, 2018

eOne Appoints Alpha Group As Master Toy Partner For 'Peppa Pig' in China

Entertainment One (eOne) has appointed Alpha Group as master toy partner for Peppa Pig in China.

Under the new deal, the firm will introduce an extensive new toy line in 2018 that will continue to fuel the brand’s accelerating growth in the market.

The licensing program for China now counts more than 45 partners and continues to expand, with apparel, publishing, digital and confectionery categories all reporting strong sales. In addition, three sets of Peppa Pig-branded and animated emojis have been downloaded more than 20 million times. Live events and immersive fan experiences are also a key priority for eOne in China. September 2018 will see the opening of Merlin Entertainments’ first Peppa Pig attraction in Shanghai. A new deal was signed with Happy Kids Cultural Development for a Peppa Pig stage show that will tour the country over the next three years. A number of branded pop-up and mall events are also in the pipeline.

eOne's hit television series made a strong broadcast debut in China in June 2015 on national broadcaster, CCTV and is now available on multiple leading VOD platforms including Youku, IQIYi and Tencent, where the series has accumulated over 45 billion cumulative views.

As one of China’s leading toy manufacturers, plans are underway for Alpha Group to launch a new core toy range including play-sets, figurines and role play which will debut in the fourth quarter of 2018. As part of its strategy, Alpha plans to offer multiple price points across the range to give consumers more choice and value for money.

To manage this rapid growth, eOne has expanded it local team in the company’s Hong Kong office and has recently appointed Jennifer Pang as licensing director, Leo Tsoi as Hardgoods Manager, Joyce Lauw as director of product development and Debra Ng as Vice President (VP) of marketing.

Andrew Carley, the Executive Vice President (EVP) of global licensing for eOne Family & Brands, commented, “Alpha’s leading position in the Chinese market, in addition to its industrial chain platform and diverse operational IP experience, will contribute greatly to the reach of Peppa Pig across a wider consumer spectrum and we’re delighted to have them on board.”

Kenny Cao, the Senior Vice President (SVP) at Alpha Group, said, “More and more families in China have fallen in love with Peppa Pig. Such collaboration will enable both parties to make the most of resources for a mutually beneficial partnership. Alpha also aspires to enhance its competitiveness in the family entertainment field.”

Carley continued, “The accelerating popularity of Peppa Pig in China is testament to the brand’s universal appeal and shows us what incredible growth is possible when the Chinese market gets behind a brand. As we gear up for the Year of the Pig in Chinese New Year 2019, we will be in a strong position with a new toy range, fresh content, exciting merchandise ranges and immersive experiences that will enable us to deepen our presence in what is a hugely important market for our global growth strategy.”

eOne’s proactive efforts to protect its IP from piracy are ongoing and in 2017 the licensor removed over 80,000 online marketplace listings across leading e-commerce platforms covering 5 continents, as well as seizing approximately 1.5 million physical goods globally. eOne and Alpha will continue to collaborate with Chinese authorities to carry out an extensive anti-counterfeiting programme to reduce and deter infringement of its brands.

Alpha Group, for its part, recently struck a deal with Nickelodeon to serve as master toy partner for SpongeBob SquarePants. The toyco’s upcoming line will include toys, collectibles, plush and novelties, and is set to debut in 2019. DHX Brands has also appointed Alpha Group as its global toy licensee, excluding Asia, for Massive Monster Mayhem, its action-packed sci-fi competition series that airs on Nickelodeon and Nicktoons channels worldwide.

More Nick: eOne Names New Licensing Partners for 'Peppa Pig' In The U.S. and Canada!

Sources: TVKIDS,, Licensing Corner, Kidscreen.
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