Entertainment One Licensing has added a raft of new deals for Peppa Pig in Australia in a range of categories including toys, homewares and food.
Newly signed licensees include Hunter Leisure (wheeled toys and furniture), Big Balloon (role play toys), Crayola (coloring and activity packs), Maxwell Foods (sultana raisins), Portmerion (ceramic homewares) and Universal Brands (bath and beauty products). Symingtons will also expand its Peppa Pig range to include porridge kits and a milkshake mix.
Additionally, eOne plans to feature its Princess Peppa theme across its retail and marketing efforts to promote new products including a Princess Peppa toy range, apparel and accessories. The promotion will include POS displays, branded activity sheets, downloadable games and postcards and a national campaign that will target women’s, parenting and lifestyle media.
“We are delighted to welcome all of our new partners to the Peppa Pig licensing program in Australia," say Trish Padoin and Con Goutzoulas, joint commercial directors, Australia, eOne Licensing. "Peppa is really gaining traction in the territory and has already established herself as the leading preschool 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.”
eOne also recently announced a partnership with the Cancer Council Australia for a range of Peppa Pig sunscreens, which is currently being rolled out to a wider market. Other licensees in the region include Penguin (master publisher), Redan (Peppa Pig magazine) and Lifelike Touring ("Peppa Pig Live: Treasure Hunt!" show, which just concluded its encore tour).