eOne brand is also number one pre-school property in the total toy market for year.
Entertainment One is continuing to tick off the key milestones for Peppa Pig, seven years since its launch - with the brand grossing over £200 million in UK merchandise sales in 2010.
The figure is a significant leap from 2009 - when the brand notched up £100 million.
In addition, for the first time, NPD figures for 2010 show that Peppa Pig was the number one pre-school property in the total toy market, moving up four places from its 2009 position.
Peppa Pig currently has 63 licensees on board, with eOne still yet to exploit all product categories in the UK. The firm will now focus on growth areas such as FMCG, promotions, digital, music and boy specific merchandise.
The show is also due to launch on Nick Jr in the US, giving it a significant boost for international expansion.
"Peppa Pig reaching the number one spot for total pre-school toy sales is a key milestone for the brand and the £200 million retail sales figure significantly exceeded everyone's expectations," said Andrew Carley, head of licensing at Entertainment One. "The ongoing strength of the UK market and our plans for international expansion, notably the USA, make 2011 and beyond a hugely exciting prospect for everyone involved with Peppa."