EntertainmentOne and Alibaba's B2C e-commerce platform Tmall have entered into a retail partnership that will see “Peppa Pig” featured as the platform’s first Super Brand Day marketing campaign in 2019.
The announcement comes on the heels of the news that eOne and Alibaba Pictures will produce a new “Peppa Pig” theatrical release in China.
As part of the Super Brand Day partnership, Tmall will offer top placement on its homepage and targeted marketing campaigns for “Peppa Pig.” The promotion aims to increase sales for the brand leading up to Chinese New Year.
A special launch ceremony took place at Paultons Park in the U.K., to highlight Peppa Pig World as a worldwide tourist destination.
“Since its launch three years ago in China, ‘Peppa Pig’ has become a beloved brand for families,” says Mike Hu, president, FMCG, Tmall. “To celebrate naming ‘Peppa Pig’ as one of our super brands, it seemed only fitting to travel to the home of ‘Peppa Pig’ to commemorate the start of our partnership. We are thrilled to give the more than 600 million annual active consumers on our China marketplaces the opportunity to enjoy special discounts and promotions on ‘Peppa Pig’ merchandise.”
“We’re delighted to be extending our partnership with Alibaba by working with Tmall on this hugely exciting commercial opportunity,” says Ami Dieckman, senior vice president, family and brands, eOne. “As one of the largest B2C e-commerce platforms in China, Tmall is a powerful part of our retail offering, and we’re honored that ‘Peppa Pig’ has been selected for their Super Brand Day. We look forward to working with them to lay the foundations for brand longevity in this market.”
The campaign with Tmall will conclude at the Peppa Pig World of Play indoor attraction in Shanghai ahead of the Jan. 8 Super Brand Day.