eOne’s Peppa Pig to Be Featured in U.K. Retail Event

LONDON: Entertainment One (eOne) has partnered with U.K. supermarket giant Asda in a deal that will see the preschool property Peppa Pig play a key role in the store’s annual Baby and Toddler event.

Asda’s Baby and Toddler event will engage parents and kids in-store and online with events and promotional offers. Shoppers will be able to take part in an interactive Peppa Pig-themed experience during the five-week event, which will cover in-store entertainment, activities for children and greater visibility for the brand’s consumer products in more than 300 Asda stores nationwide.

On April 16, an exclusive Peppa Pig in-store entertainment event will be held in 60 Asda stores in the U.K. Fans will have the chance to participate in a free photo opportunity, and a complementary 16-page branded activity booklet will also be handed out in-store, with games, activities and stickers available for families.

During Asda’s Baby and Toddler event, Peppa Pig will have an enhanced in-store presence for the entire merchandise range, including toys, apparel, personal care, homeware and FMCG. Additionally, Asda’s website will host a dedicated Peppa Pig-branded landing page that will be live throughout the five-week promotional period. The page will feature the grocer’s full Peppa Pig product range and more. Plus, character Q&As with Mummy and Daddy Pig will be an exclusive part of Asda’s Good Living website. As part of the promotion, limited edition Peppa Pig branded packs of Asda’s Little Angels nappies will also be available both in-store and online.

eOne will support the promotional campaign with a full Asda takeover of the official Peppa Pig website, as well as through coverage in its licensed magazines and on its YouTube and social media channels, and more. Licensees will also support the event with promotional offers.

“This is by far the biggest U.K. retail initiative Peppa has been involved in and eOne is delighted to be working so closely with the team at Asda,” commented Hannah Mungo, the head of U.K. licensing at Entertainment One. “Our aim is to fully engage Asda customers with the brand during the event and ensure Asda becomes the retail destination for Peppa Pig during the event period. Retailtainment events like this are a great way to attract customers into store in an increasingly competitive retail environment and it’s also an excellent opportunity for us to reward families doing their weekly shop with an unforgettable experience.”

Jack Woodhead, the character license events planner for George and general manager at Asda, said, “We’re really pleased to be working with Entertainment One on the Peppa Pig element of our Baby and Toddler event, and believe together we can deliver some of the greatest pieces of retailtainment our customers have seen to date.”