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.

New partners for the popular preschool series include: Vitabiotics for “Peppa Pig”-shaped vitamins under the Wellkid brand; Ravensburger for games and puzzles; Imagine8 for a line of hair accessories and costume jewelry; Pez for “Peppa Pig”-themed dispensers; and John Toys for PVC playballs. The new products are set to debut at retail throughout 2018.

Furthermore, a host of eOne’s long-term partners have recently renewed their licensing agreements for “Peppa Pig.” These include: Character Options as the brand’s master toy partners; Penguin Random House for publishing; HTI for role play toys; MV Sports for wheeled toys; Cooneen and Misirli for nightwear and underwear; Gemma International for party and greetings; and IG Design Group for an expanded creative play range, which will now 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; meanwhile, Rainbow Designs will release a range of early year’s activity toys.

To support the U.K. consumer products program, eOne has secured a raft of retail marketing activity and charity partnerships. The Entertainer is currently running “Peppa Pig” in-store activities and promotions to raise funds for Baby Lifeline. Then, throughout November, Daddy Pig will support the men’s health charity Movember. The entertainment company is also extending its partnership with Book Trust.

 “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.”