April 6, 2018
eOne’s “Peppa Pig” is expanding its presence in Asia.
Entertainment One is rapidly growing its licensing and broadcasting program for preschool series “Peppa Pig” in China.
The series launched on-air in the country in 2015, and since, has expanded to VOD platforms such as Tencent and LeEco, as well as Mango TV.
To bolster the animated series’ licensing program, eOne has supported “Peppa” with social, online and interactive content, including a recently launched WeChat account. Other digital games to debut recently include “Peppa’s Paintbox” and “Peppa’s Activity Maker.”
At retail, “Peppa” product has made its way onto e-commerce platforms such as Jing Dong and Tmall, with vehicles, role-play sets and plush merchandise.
China’s Toys ‘R’ Us locations also launched a “Peppa” exclusive product, the “Peppa Pig” ferris wheel play set, this summer during the country’s Children’s Day celebration; while China’s first Hamleys toy store will open its doors in October sporting bespoke “Peppa” artwork and branding.
On the publishing side, a new series of “Peppa Pig” story books launched in spring.
“We are thrilled to welcome our new broadcast partners for ‘Peppa’ in China and we’re confident that these additional consumer touchpoints will significantly increase exposure for the brand as it continues to grow in popularity,” says Olivier Dumont, managing director, Entertainment One Family. “Building ‘Peppa Pig’s’ digital footprint in the territory, through app downloads and social media channels, enables us to engage with audiences beyond the TV show and create the loyal fanbase that is key to its longevity.”
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