Entertainment One Licensing (eOne) unveils exciting new developments for preschool-phenomenon, Peppa Pig, in Asia which will continue to increase the international footprint of this globally successful brand.
Peppa Pig is a hit with families in Asia, where it is a top-rating show in Hong Kong, Singapore, Korea, Taiwan and Thailand. Singaporean broadcaster OKTO has confirmed it will be taking a fifth season of the show as will Taiwan’s Yoyo TV. A new pan-regional deal with Nickelodeon will see series 1-6 (208 x 5 minutes) 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 touch points to access TV content. These include a deal with Asia’s largest airline, Cathay Pacific, which has launched a half hour compilation of Peppa episodes from series one on its inflight entertainment service. Series one and two is now available in Korean via apps on Apple Store and Google Play.
On the back of the strong broadcast platforms across the territories, eOne has appointed PPW, which was recently awarded the accolade of Licensing Agency of the Year 2014, to manage consumer products for Peppa in Hong Kong and Taiwan. Global Brands Group in South Korea and Media Link, representing: Vietnam, Thailand, Philippines and Singapore, complete the line-up of merchandising agents across South East Asia.
The Peppa Pig toy range was launched in Hong Kong in June this year supported by a fully branded interactive area within Hong Kong’s 2 million square foot shopping mall, New Town Plaza. Peppa Pig Cupcake Workshops, a Pop-Up Store and Meet and Greet events and the opening of the “Peppascape” was celebrated by local celebrities including Miss Hong Kong. Peppa has also been afforded prime space in Toys R Us Hong Kong at the newly renovated flagship store in the Ocean Terminal. Marketing activity includes TV screens, point of sale materials as well and further Meet and Greet events.
English language Publishing partner, Penguin Books, has reported soaring book sales throughout Asia, with sales trebling in the past 12 months. A number of new local licensees are in the pipeline and discussions are underway for a series of live events that will enhance consumer interaction with the brand.
To capitalise on the success of Peppa in Asia, eOne has appointed Candy Ho as Senior Territory Manager – Asia to oversee the eOne licensing portfolio out of Hong Kong. Candy joins eOne from HIT Entertainment where she was Senior Manager – Global Brands Marketing. Candy will reporting into eOne’s Head of International Sales and Head of International Licensing.
“Peppa has been rapidly gaining momentum in Asia since new broadcast partners came on board last year,” says Ami Dieckman, Head of International Licensing at 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 and we look forward to introducing new merchandise and events to the region throughout 2015.”
