Entertainment One Secures New Licensing Partners for Peppa Pig in Australia Entertainment One Licensing - February 2015

 
Entertainment One Licensing (eOne) has secured a raft of new deals for Peppa Pig in Australia, the Company announced today.

Newly signed licensees include Hunter Leisure (wheeled toys and furniture), Big Balloon (role-play), Crayola (colour and activity packs), Maxwell Foods (sultanas), Portmerion (ceramic homewares) and Universal Brands (bath and beauty products). Symingtons have also expanded their Peppa Pig range and will be adding porridge kits and a milkshake mix to their Australian range.

Commenting on the new agreements, Trish Padoin and Con Goutzoulas, Joint Commercial Directors, Australia, eOne Licensing, said: “We are delighted to welcome all our new partners to the Peppa Pig licensing programme in Australia. Peppa is really gaining traction in the territory and has already established herself as the leading preschool kids franchise here. We look forward to working with our new colleagues and combining our expertise and knowledge as we continue to build the brand in Australia.”

Peppa Pig has quickly emerged as Australia’s No.1 pre-school brand. Master publishing partner, Penguin has sold over 1 million Peppa Pig books to date with 15,000 units leaving stores every week. Peppa Pig is also the No.1 children’s franchise on iTunes in Australia and is a consistent leader in the pre-school DVD market. Redan’s Peppa Pig magazine is also Australia’s No. 1 selling pre-school magazine across the grocery sector. Lifelike Touring have recently completed its encore tour of ‘Peppa Pig Live: Treasure Hunt!’ across Australia, completing both a regional and capital city schedule. The show sold over 175,000 tickets over its 18 month run.

eOne recently announced that it had partnered with Cancer Council Australia for a range of Peppa Pig sunscreens. Due to its initial success at retail, where it took the top three positions for sunscreen sales in Coles supermarket, the sunscreen is now in the process of rolling out to the wider market.

To drive consumer engagement in Australia this Autumn, eOne is using a Princess Peppa theme across retail and marketing to promote the launch of new products including the Princess Peppa toy range, apparel and footwear, puzzles and games, wheel toys and toddler training aids. Princess Peppa POS displays will showcase a range of the toys which will be displayed alongside books and DVDs together in-store. Branded activity sheets, games and postcards will be available for families to download from the official Peppa website and a national PR campaign will target women’s, parenting and lifestyle media.