Licensing agency Viacom18 and a host of retailers will support the preschool brand’s launch in the country.

Entertainment One has revealed its plans for the retail launch of its preschool property “Peppa Pig” in India.

To help launch the brand, eOne has signed Viacom18 Consumer Products to represent the property for licensing across India and the Indian subcontinent.

Following the agreement, Viacom18 recently rolled out the first line of “Peppa Pig”-branded merchandise, which includes plush toys, activity sets and more.

“The latest international adventure takes ‘Peppa Pig’ to India,” says Ami Dieckman, head, international licensing, eOne. “The territory is a key component of our global growth strategy and by working with local experts, Viacom18, to steward the brand’s entry into India, we’re extremely excited about the commercial possibilities this territory presents.”

The branded products are now available in leading retailers across India, including Amazon online and all 22 Hamleys toy stores, which will also support the launch with an extensive marketing campaign.

“We are happy to be the partner of choice for ‘Peppa Pig’s’ entry into India,” says Saugato Bhowmik, business head, integrated network solutions and consumer products, Viacom18. “The launch has come at an opportune time when the consumer products industry in India is at the cusp of significant growth and ‘Peppa Pig’ will be a valuable addition to our portfolio.”