Entertainment One (eOne) has signed a licensed promotional deal with Reckitt Benckiser for Peppa Pig. The character will be used to promote E45 Junior’s new bath time bubbles for itchy, sensitive skin in the U.K.
The partnership will center on "Peppa’s Big Bubble Bash," an interactive website with information and social components. The website will be supported by an integrated media campaign worth £1.4 million that will reach 80 percent of children ages 1-6.
Selected retailers will offer a free a Peppa Pig wash mitt that will be attached to the lid of the E45 Junior Foaming Bath Milk. Ten pence from each E45 Junior product sold will go to Great Ormond Street Hospital Children’s Charity, raising an estimated £100,000 over the next 18 months.