Promotional event will expand Peppa’s footprint in more than 300 stores across the U.K.

U.K. supermarket Asda has tapped Entertainment One's Peppa Pig to play a key role in its “Baby and Toddler” event, kicking off this week.

This year’s annual promotional event will span five weeks and will include “Peppa”-inspired in-store entertainment and activities for children in more than 300 of the retailer’s locations. The promotion will also see limited edition, “Peppa”-branded packs of Asda’s Little Angels nappies available both in-store and online. The character will also have an increased presence to ensure high visibility for eOne’s merchandise range including toys, apparel, personal care, homewares and FMCG.

Additionally, an exclusive “Peppa” in-store entertainment event will be held in 60 key Asda stores, April 16. The event will offer a free 16-page branded activity booklet, as well as a photo opportunity of fans to jump on a muddy puddle with a “Peppa” backdrop.

“This is by far the biggest U.K. retail initiative ‘Peppa’ has been involved in and eOne is delighted to be working so closely with the team at Asda. Our aim is to fully engage Asda customers with the brand during the event and ensure Asda becomes the retail destination for ‘Peppa Pig’ during the event period,” says Hannah Mungo, head, licensing, U.K., eOne. “Retailtainment events like this are a great way to attract customers into store in an increasingly competitive retail environment and it’s also an excellent opportunity for us to reward families doing their weekly shop with an unforgettable experience.”

The grocer will also support the promotional period with a “Peppa Pig” landing page (Asda.com/PeppaPig) that will feature the retailer’s full “Peppa Pig” product range, activity downloads and a bespoke sizzle.  Asda will also include messaging on its social media and baby event newsletters.

eOne will also support the Asda takeover through “Peppa Pig’s” website, its licensed magazines, YouTube and its social media networks.