Fisher-Price, which is the first licensing partner for Peppa Pig in the U.S., will develop a comprehensive toy line based on the animated TV series. Peppa Pig launched in the U.K. in 2005 and is ranked as a top preschool property. eOne will look to replicate and build the brand in the U.S.
"The appointment of Fisher-Price is an exciting development in the expansion of Peppa Pig in the U.S. and sets the standard for future partners to the American licensing program," says Andrew Carley, head of licensing for eOne. "Partnering with such a prestigious toy licensee in the U.S. at this stage in the property's evolution is a testament to the strength of U.S. broadcast figures, the proven success of the brand in the U.K. and the confidence many have that the brand will be a big hit with U.S. consumers."
"Fisher-Price is very pleased to partner with eOne to bring a character of this quality to the U.S. market," says Susie Lecker, senior vice president for Fisher-Price Friends. "Peppa Pig is warm, endearing, relatable 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."