Peppa Pig Consumer Products Roll Out in Japan

Entertainment One (eOne) is kicking off the launch of Peppa Pig merchandise in Japan with an exclusive themed pop-up store in Tokyo.

eOne and Sega Toys, the master licensee for the brand in Japan, are rolling out a Peppa Pig Goes to London pop-up store, which will be open at the Takashimaya Shinjuku department store in Tokyo from March 28 to April 3. Peppa Pig merchandise will launch nationwide at Toys“R”Us stores in June.

Peppa Pig-themed items spanning toys, publishing, novelty, homewares, stationery and home entertainment, from 23 licensing partners, will be available in the pop-up store. An opening ceremony will be held on March 28 to celebrate the start of the activity at Takashimaya. To support the pop-up, Takashimaya will host special Peppa Pig screenings between March 28 and April 10. There will also be English-language workshops for young visitors and reading sessions of Peppa Pig books in Japanese. Nippon Columbia will introduce the first Peppa Pig DVD, Muddy Puddles, into the market from March 28.

eOne’s Ami Dieckman, the senior VP of international licensing for Family & Brands, said, “The response to Peppa Pig in Japan has mirrored the brand’s success throughout Asia and we’re seeing the demand for merchandise build rapidly. As the property’s British heritage is clearly striking a chord with fans in the market, it seems fitting to celebrate the Peppa Pig consumer products launch with a London themed retail event that will give families a unique opportunity to engage with the property, while also demonstrating the brand’s tremendous potential to licensees and retailers across the country.”