Peppa Pig breaks £100m in the UK

Samantha Loveday

By Samantha Loveday

April 12th 2010 at 9:19AM
Peppa Pig breaks £100m in the UK

E1 brand is now top pre-school toy for girls; UK DVD sales surpass three million units.

E1 Entertainment has revealed this morning that its Peppa Pig brand has grossed over £100 million at retail in the UK (excluding DVD), in the last financial year.

Peppa Pig has notched up a number of milestones including becoming the number one pre-school property for girls and the number four overall licence in the UK in 2009.

According to NPD data, Peppa Pig toy sales increased by more than 30 per cent in the last year.

On top of this, UK DVD sales have surpassed three million units; book sales from publishing partner Ladybird Books are in excess of two million copies in the UK; stage show Peppa Pig's Party is touring nationwide at over 60 venues throughout this year; and the first video game - Peppa Pig: The Game - has shifted 225,000 copies on Nintendo DS since November 2008.

There are 55 partners on board in total, while the international profile is also continuing to build, with the show having been sold to over 180 territories. Merchandising programmes have also been launched in France, Poland and Australia.

"Peppa Pig is every licensor's dream," said Andrew Carley, head of licensing and merchandising at E1. "Six years in, we still have an unwavering commitment to develop the brand and are taking a long-term approach to ensure that Peppa Pig meets its full potential with continual steady growth.

"Our aim now is to enhance the licensing programme by exploring every opportunity to drive growth of the brand in international markets, whilst ensuring that the brand values are central to any decisions we make."

Phil Davies, show producer from Astley Baker Davies, added: "From the first day we pitched Peppa Pig, we had a clear vision of how merchandising, books, DVD, toys and apparel would work and we were very lucky that we found a distributor in E1 Entertainment that shared the same vision."