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eOne and Alibaba strike Tmall Super Brand Day promo in China

Entertainment One has detailed a new retail partnership with Alibaba’s business to consumer platform Tmall to launch Peppa Pig as its first Super Brand Day promotion of 2019.

The news follows the recent announcement that co-production between eOne and Alibaba Pictures has commenced on a new Peppa Pig theatrical release for audiences across China.

To celebrate the start of the campaign, Mike Hu, president FMCG, Tmall and his team, joined eOne’s Andrew Carley, executive vice president of global licensing, family and brands and Ami Dieckman, senior vice president of global licensing, family and brands and Timoth Jenkins, policy and public affairs manager, VisitBritain at a special launch ceremony at Peppa Pig World in Paultons Park earlier this week.

In addition to marking the activity with Tmall, the event aimed to highlight Peppa Pig World as a global tourist destination with special appeal for Chinese visitors to the UK. 

Peppa Pig is broadcast in 180 countries and translated into over 40 languages, and as the profile of the property has accelerated around the world, Peppa Pig World in Hampshire, the UK continues to welcome increasing numbers of international visitors from all corners of the globe bringing a positive uplift to UK tourism as a whole.

The Tmall campaign will conclude at the newly launched Peppa Pig World of Play indoor attraction opened recently by Merlin Entertainment in Shanghai, ahead of the Super Brand Day, to be held on 8 January 2019.

Tmall selected the leading pre-school brand in China for this landmark retail campaign. The 24-hour dedicated promotion is set to drive sales uplift for the brand in the lead up to Chinese New Year. 

Digital promotional activity, and exclusive product offerings will feature co-branded artwork and Tmall will anchor the campaign with significant print and outdoor advertising.

Mike Hu, president FMCG at Tmall, said: “Since its launch three years ago in China, Peppa Pig has become a beloved brand for families. 

"To celebrate naming Peppa Pig as one of our super brands, it seemed only fitting to travel to the home of Peppa Pig to commemorate the start of our partnership. 

"We are thrilled to give the more than 600 million annual active consumers on our China marketplaces the opportunity to enjoy special discounts and promotions on Peppa Pig merchandise.”

“We’re delighted to be extending our partnership with Alibaba by working with Tmall on this hugely exciting commercial opportunity,” said eOne’s Ami Dieckman, Senior Vice President, Family & Brands. 

“As one of the largest B2C e-commerce platforms in China, Tmall is a powerful part of our retail offering and we’re honoured that Peppa Pig has been selected for their Super Brand Day. 

"We look forward to working with them to lay the foundations for brand longevity in this market.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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