Peppa Pig L&M Program Grows in U.K.

Entertainment One (eOne) has secured new licensees, deal renewals and brand partnerships for the Peppa Pig U.K. licensing program.

New licensees joining the U.K. program include Vitabiotics, which will launch a range of Peppa Pig-shaped vitamins under the Wellkid brand in January. Additionally, Ravensburger will introduce a new line of games and puzzles, Imagine8 will produce a range of hair accessories and costume jewelry, Pez will add Peppa Pig to its line of licensed sweets dispensers and John Toys will roll out PVC playballs starting in spring 2018.

eOne renewed licensing deals with existing partners such as Character Options, which already has the Peppa Pig classic toy range. Other partners that have extended their agreements include Penguin Random House (publishing), HTI (role-play toys), MV Sports (wheeled toys), Cooneen and Misirli (nightwear and underwear), Gemma International (party and greetings) and IG Design Group (expanding creative play range to include stationery).

The Peppa for Baby brand extension has recently been refreshed with a new style guide to reflect a brighter color palette and has been rebranded as My First Peppa Pig. Blues will launch a new line of baby and infant clothing and accessories from early 2018 and Rainbow Designs will follow in fall/winter 2018 with a new range of early years activity toys. The expanded My First Peppa Pig collection will see the brand extend its retail footprint and open new retail partnerships in the nursery sector.

eOne is currently running Peppa Pig in-store activities and promotions in The Entertainer stores across the U.K. to raise funds for the charity Baby Lifeline. The brand also added new charity partner, Movember, with Daddy Pig joining in to support the men’s health charity this November. eOne is also extending its successful partnerships with many of its charities, including Book Trust, which recently produced a Shop with Peppa activity storybook exclusively for Sainsbury’s. Save the Children will once again partner with eOne for the popular Muddy Puddle Walk.

“We’re delighted to be adding new partners that will further diversify the brand’s retail presence,” said Katie Rollings, the head of U.K. licensing at eOne Family. “It’s also a pleasure to be strengthening our relationships with many of our key partners as we look forward to another exciting year ahead for Peppa Pig here in the U.K.”