eOne Expands Peppa's Asian Presence
Entertainment One Licensing has unveiled new consumer products and broadcasting deals for "Peppa Pig" in Asia, as the brand continues to increase its international footprint.
The show already airs in Hong Kong, Singapore, Korea, Taiwan and Thailand, and Singaporean broadcaster OKTO has confirmed it will be taking a fifth season of the series, as will Taiwan’s Yoyo TV. A new pan-regional deal with Nickelodeon will also see seasons one through six launch on its Nick Jr. cable network across multiple Asian territories.
eOne has also secured a number of multi-platform partnerships that will provide additional consumer touchpoints. These include a deal with Asia’s largest airline, Cathay Pacific, which has launched a half-hour compilation of "Peppa" episodes from season one on its in-flight entertainment service. Additionally, seasons one and two are now available in Korean via apps on the Apple App Store and Google Play.
On the back of these strong broadcast sales, eOne has appointed PPW to manage consumer products for the brand in Hong Kong and Taiwan.
Global Brands Group in South Korea and Media Link, representing Vietnam, Thailand, the Philippines and Singapore, complete the lineup of merchandising agents across South East Asia.
The Peppa Pig toy range was launched in Hong Kong in June, supported by a fully branded interactive area within Hong Kong’s 2 million-square-foot shopping mall, New Town Plaza. The space featured Peppa Pig Cupcake Workshops, a pop-up store and meet-and-greet events. Peppa has also been afforded prime space in Toys 'R' Us Hong Kong.
To capitalize on the success of Peppa in Asia, eOne has appointed Candy Ho as senior territory manager of Asia to oversee the eOne licensing portfolio out of Hong Kong. Candy joins eOne from HIT Entertainment where she was senior manager of global brands mark.
“'Peppa' has been rapidly gaining momentum in Asia since new broadcast partners came on board last year,” says Ami Dieckman, head of international licensing, Entertainment One. “The increased exposure afforded by the new broadcast and multi-platform partners, and the licensing expertise that Candy Ho brings in key territories, are crucial to our ongoing strategy to harness the enormous potential for Peppa in Asia. We look forward to introducing new merchandise and events to the region throughout 2015.”