Entertainment One Licensing is extending its deal with Character Options as the master toy partner for Peppa Pig in the UK.
Character has signed a further three-year licensing renewal for the popular pre-school property, committing to the brand until December 2017.
Character’s range of Peppa toys have been rolled out by distributors across the globe, including Australia, Benelux, Spain, Italy and Russia.
The firm now continues to invest in product development, refreshing the core range and driving new themes, such as the new holiday theme, scheduled to hit the market in spring/summer 2015.
The firm’s popular Peppa Weebles and Theme Park range will also be extended with new product launches in autumn/winter this year.
A brand new theme is also in development for autumn/winter of 2015.
“Since we first partnered with Character Options in 2004, the firm has been integral to the success of Peppa Pig and we’re delighted to be extending our partnership,” said Hannah Mungo, head of UK licensing.
“They continue to create imaginative new playsets and figures on a seasonal basis that keeps the fan base entertained and their toy line has set a benchmark for our international toy partners.”
eOne has also secured a three year renewal agreement with Jumbo Games, who will be commemorating Peppa’s 10th anniversary with the launch of the Peppa Pig Muddy Puddle Floor Puzzle.
“We are pleased to have extended our agreement with Jumbo, whose innovative range of Peppa themed puzzles and games continue to delight kids and families,” she added.
Jon Diver, Character Group’s joint MD, concluded: “Consumer demand for Peppa Pig toys keeps on rising year on year and we have been committed to driving that growth with the introduction of new lines like Peppa Weebles and the exciting holiday theme.
“The brand’s ongoing international growth has also opened doors for us in new markets and we will be building on this success in years to come.”