eOne Preps for Peppa Pig Retail Rollout in India

LONDON: Entertainment One (eOne) is gearing up for the retail launch of its preschool property Peppa Pig in India, having appointed Viacom18 Consumer Products to represent licensing rights for the brand across the country.

Viacom18 Consumer Products will serve as licensing agent for Peppa Pig across India and the Indian subcontinent. Viacom18 recently launched the first line of Peppa Pig merchandise to the Indian market. It includes plush toys, activity sets and more. The products are now available in leading retailers across India such as Amazon online and all 22 Hamleys toy stores.

Peppa Pig debuted in India in June 2016 on Voot Kids, Viacom18’s VOD destination for kids’ content in India. The series consistently ranks in Voot Kids’ top ten most frequently watched on-demand shows. The audience for Peppa Pig in India continues to grow, and the show recently premiered on the preschool channel Nick Jr. India on January 9.

Ami Dieckman, the head of international licensing at Entertainment One, said, “The latest international adventure takes Peppa Pig to India. The territory is a key component of our global growth strategy and by working with local experts, Viacom18, to steward the brand’s entry into India, we’re extremely excited about the commercial possibilities this territory presents.”

Saugato Bhowmik, business head for integrated network solutions and consumer products at Viacom18, commented, “We are happy to be the partner of choice for Peppa Pig’s entry into India. The launch has come at an opportune time when the consumer products industry in India is at the cusp of significant growth and Peppa Pig will be a valuable addition to our portfolio.”