Entertainment One Licensing (eOne) has signed new partners to the Peppa licensing programme in France as the brand is poised to launch at retail.
Following the appointment of Giochi Preziosi France (master toy), HTI (outdoor), Hachette (publishing), Universal (DVD) and Sun City (textiles and accessories), eOne’s licensing agent in the region, francetv distribution, has added a host of new licensees that will see the brand expand its toy category and extend into accessories, partyware, homewares and confectionery.
Agreements have been signed with 20 licensees in total including Diset (board games), Educa Borras (educational games), CIJEP (plushes), Ravensburger (puzzles), Comansi (PVC figurines), Taldec (electronic games), Tap Ball (inflatables), Milan (magazines), Panini (collectable stickers and albums), Royer (shoes), Calego (luggage), Zetar (confectionery), STOR (melamine & homewares), Gemma (party goods) and Worlds Apart (homewares). Deals for additional products and categories including bath sets, arts and crafts, and beauty products are currently being finalised.
Entertainment One head of international licensing Ami Dieckman says in a statement: “We’ve seen a tremendous response from licensees since launching Peppa at Kazachok earlier this year and the strong viewing figures are testament to its growing popularity in the region. We look forward to bringing the brand to the French market with a robust line up of partners.”
Giochi Preziosi’s toy line will spearhead the retail launch in France when product enters the market from summer 2014 followed by textiles and publishing in early 2015. This will be followed by a phased rollout of products in the second quarter 2015.
Since February 2014, the preschool series has been broadcast on France 5 in the Zouzous slot from Monday to Saturday in blocks of three to five consecutive episodes at times when parents and children are most likely to watch together. It has already achieved excellent viewing figures, peaking at 440,000 viewers with an audience share of 46% for 4-10 year olds. Peppa is also the second most watched series on France Télévisions’ catch-up TV website francetv Pluzz. On the basis of its popularity, France Télévisions group has planned to air the series on France 4 in addition to France 5 since September.
Peppa also airs on Nickelodeon Junior in France where it airs seven times a day on weekdays and also appears on screen throughout the weekend in six separate time slots.
