Peppa Pig Gets Master Toy Licensee in China

Entertainment One (eOne) has appointed Alpha Group as master toy partner for Peppa Pig in China.

Alpha Group will introduce a new Peppa Pig toy line later this year. The range will include playsets, figurines and role-play items.

The licensing program for China now counts more than 45 partners and continues to expand, with apparel, publishing, digital and confectionary categories all reporting strong sales. In addition, three sets of Peppa Pig-branded and animated emojis have been downloaded more than 20 million times. Live events and immersive fan experiences are also a key priority for eOne in China. This September will see the opening of Merlin Entertainments’ first Peppa Pig attraction in Shanghai. A new deal was signed with Happy Kids Cultural Development for a Peppa Pig stage show that will tour the country over the next three years. A number of branded pop-up and mall events are also in the pipeline.

eOne has expanded the local team in its Hong Kong office and recently appointed Jennifer Pang as licensing director, Leo Tsoi as hardgoods manager, Joyce Lauw as director of product development and Debra Ng as VP of marketing.

Andrew Carley, the executive VP of global licensing for eOne Family & Brands, commented, “Alpha’s leading position in the Chinese market, in addition to its industrial chain platform and diverse operational IP experience, will contribute greatly to the reach of Peppa Pig across a wider consumer spectrum and we’re delighted to have them on board.”

Kenny Cao, the senior VP at Alpha Group, said, “More and more families in China have fallen in love with Peppa Pig. Such collaboration will enable both parties to make the most of resources for a mutually beneficial partnership. Alpha also aspires to enhance its competitiveness in the family entertainment field.”

Carley continued, “The accelerating popularity of Peppa Pig in China is testament to the brand’s universal appeal and shows us what incredible growth is possible when the Chinese market gets behind a brand. As we gear up for the Year of the Pig in Chinese New Year 2019, we will be in a strong position with a new toy range, fresh content, exciting merchandise ranges and immersive experiences that will enable us to deepen our presence in what is a hugely important market for our global growth strategy.”