The Alpha Group is on board to produce a line of play sets, role play items and more for the preschool series.

ASIA–Entertainment One has tapped The Alpha Group, a Chinese toy manufacturer, to serve as the global master toy partner for “Peppa Pig” in China.

Under the terms of the agreement, The Alpha Group will produce a toy range that includes play sets, figurines and role play items, which are expected to debut at the end of the year.

“Alpha’s leading position in the Chinese market, in addition to its industrial chain platform and diverse operational IP experience, will contribute greatly to the reach of ‘Peppa Pig’ across a wider consumer spectrum and we’re delighted to have them on board” says Andrew Carley, executive vice president, global licensing, family and brands, eOne. “The accelerating popularity of ‘Peppa Pig’ in China is a testament to the brand’s universal appeal and shows us what incredible growth is possible when the Chinese market gets behind a brand. As we gear up for the ‘Year of the Pig’ in Chinese New Year 2019 we will be in a strong position with a new toy range, fresh content, exciting merchandise ranges and immersive experiences that will enable us to deepen our presence in what is a hugely important market for our global growth strategy.”