Entertainment One Licensing (eOne) a leading international entertainment company that specialises in the acquisition, production and distribution of film and television content has secured a raft of new deals for Peppa Pig in Australia.
Newly signed licensees include Hunter Leisure (wheeled toys and furniture), Big Balloon (role-play), Crayola (colour and activity packs), Maxwell Foods (sultanas), Portmerion (ceramic homewares) and Universal Brands (bath and beauty products). Symingtons have also expanded their Peppa Pig range and will be adding porridge kits and a milkshake mix to their Australian range.
“We are delighted to welcome all our new partners to the Peppa Pig licensing programme in Australia. Peppa is really gaining traction in the territory and has already established herself as the leading preschool kids franchise here. We look forward to working with our new colleagues and combining our expertise and knowledge as we continue to build the brand in Australia,” said eOne Licensing, joint commercial directors – Australia, Trish Padoin and Con Goutzoulas in a statement.
eOne recently announced that it had partnered with Cancer Council Australia for a range of Peppa Pig sunscreens. Due to its initial success at retail, where it took the top three positions for sunscreen sales in Coles supermarket, the sunscreen is now in the process of rolling out to the wider market.
To drive consumer engagement in Australia this Autumn, eOne is using a Princess Peppa theme across retail and marketing to promote the launch of new products including the Princess Peppa toy range, apparel and footwear, puzzles and games, wheel toys and toddler training aids.
Princess Peppa POS displays will showcase a range of the toys which will be displayed alongside books and DVDs together in-store. Branded activity sheets, games and postcards will be available for families to download from the official Peppa website and a national PR campaign will target women’s, parenting and lifestyle media.