New licensees Vitabiotics, Ravensburger and Pez, as well as longer-term partners like HTI, Character Options and more, will increase the popular preschool character’s presence at a raft of U.K. retailers.
EUROPE – Entertainment One has unveiled a score of new licensing partners, deal renewals and brand partnerships for
Peppa Pig that will further extend the brand’s U.K. retail presence!
Kicking off the brand's slate of new partners is Vitabiotics, the UK’s largest vitamin supplier, which will launch a fun range of
Peppa Pig shaped vitamins under the Wellkid brand in January.
Meanwhile, Ravensburger will introduce a new range of games and puzzles, Imagine8 will produce 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.
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, which continues 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).
Additionally, the “Peppa for Baby” brand extension has added a new style guide to reflect a brighter color palette and has been rebranded as “My First Peppa Pig.” eOne has also several partners for the brand extension. Blues will launch a line of baby and infant clothing and accessories from early 2018; meanwhile, Rainbow Designs will release a range of early year’s activity toys in Autumn/Winter 2018. The expanded "My First Peppa Pig" collection will also 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.
“We’re delighted to be adding new partners that will further diversify the brand’s retail presence,” says Katie Rollings, head of U.K. licensing, 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.”
Sources: License! Global, Licensing.biz, Toy World Magazine, Toys 'n' Playthings.
Also, from
License! Global:
Entertainment One Builds for the Long-Term
Entertainment One is a nimble entertainment organization that is taking its portfolio of preschool properties to every major market in the world, with an eye toward sustainability.
Entertainment One is an increasingly unique company in a world dominated by entertainment power players and licensors.
The organization, which does not define itself as a formal entertainment studio in the traditional sense, reported $1.1 billion in revenue last year across its various units that include film, television, music and family brands, and ranked at No. 44 on License Global's Top 150 Global Licensors report, with $1.3 billion in retail sales of licensed merchandise in 2016.
Its relatively small size affords it luxuries that larger studios and production houses may not be able to enjoy or capitalize on.
With a mantra of "Bringing the Best Content to the World," eOne is devoted to bringing quality entertainment offerings to a global market and the organization is meeting that demand in every corner of the Earth.
Consumer products are one such area where eOne Family, its children's content division, is truly benefiting from the size and scope of the organization.
"We recognize that we work in a very different way than major studios, and there is strength in that which gives us a very different profile, particularly in the kids' arena, where it is to our advantage–we don't want to lose that," says Andrew Carley, head of global licensing, eOne Family. "While the organization has grown, we do have a very entrepreneurial, nimble mentality, and it is something that we aim to keep a hold of."
eOne is further set apart by its integrated approach to brand licensing that holistically addresses the life cycle of an entertainment property. All divisions are aligned and work closely together–from creative to product development, its commercial arms and marketing–from the very earliest stages of an IP to create long-term, sustainable propositions.
"We all sit closely together and think very deeply about how we can make a show as effective as possible on all of the various levels," says Carley. "You end up with sort of a jigsaw puzzle where no one piece is more important than another and together they make for a very compelling story."
With two major hits in its portfolio–the evergreen "Peppa Pig" and the on-fire "PJ Masks"–as well as new IP in development, eOne is positioned well to concentrate its efforts to fully support and bolster its work in key markets on almost every continent.
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