April 6, 2018
The new agreement is an extension of Fisher-Price’s (a subsidiary of Mattel) domestic North American rights to the brand and follows a successful retail launch at Toys ‘R’ Us in the U.S. last year.
The first items in the range to roll out at retail in Canada will include the Sip ‘n Oink tea set, the Hug ‘n Oink Peppa talking plush, schoolhouse and tree house play sets, the Peek ‘n Surprise playhouse and a variety of character figures.
eOne is working closely with its Canadian licensing agent, Studio Licensing, to build a robust consumer products program for that brand, which will kick off at retail this fall with toys, publishing and a DVD debut.
In addition to the Fisher-Price toy line, the brand’s U.S. publishing partners Scholastic and Candlewick Press have also extended their distribution into Canada. Master publishing partner Scholastic will release a range of Peppa Pig paperback and board storybooks,while Candlewick Press will complement this offering with a line of hardcover and novelty books.
“It’s testament to the strength of the brand that our toy and publishing partners in the U.S. are now looking to extend their ranges into Canada,” says Andrew Carley, head of global licensing, eOne. “Fisher-Price is a leader in the industry, and its reputation as a trusted preschool brand is a huge selling point with consumers and will ensure that we have the highest quality product on shelf when the brand debuts in the Canadian market.”
eOne and Studio Licensing are currently signing partners for the second phase of the brand’s retail rollout in 2014, which will see the launch of soft goods and accessories in addition to expanding the publishing and toy categories.
A raft of new partners are already on board including Calego for luggage, backpacks, lunch bags and umbrellas; Black and White Merchandising for footwear; Imagine Publications for French-language publishing and activity books; Daytime Enterprises for costume character appearances; and TCG for games and puzzles.
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