Entertainment One is once again partnering with George at Asda for a festive-themed range of Daddy Pig loungewear.
The new collection follows on from the success of George at Asda’s first Daddy Pig line, which launched exclusively for Father’s Day in June and sold out across several lines.
Items in the Christmas range include a t-shirt, which goes on sale this week, followed by pyjamas, lounge pants, boxer shorts and socks on December 1st.
Daddy Pig has soared in popularity to become a star in his own right, with eOne launching a Daddy Pig app – Daddy Pig’s Puddle Jump – on iTunes and Windows recently. The firm is now developing a brand segmentation strategy for the character.
"Daddy Pig’s appeal is cross-generational," said Hannah Mungo, head of UK licensing at Entertainment One. "His laugh out loud funny antics endear him to both pre-school Peppa Pig fans and parents who enjoy watching the show with their kids.
"The success of the Father’s Day range proved that this affection also extends to licensed merchandise and we’re excited to be partnering with George at Asda on this new Daddy Pig Christmas collection."