Alpha Group named master toy partner as Peppa Pig picks up pace across China

The licensing programme for China now boasts over 45 partners and is continuing to expand across apparel, publishing, digital and confectionery, as well as live events and immersive fan experiences.
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Alpha Group has been named the master toy partner for Entertainment One’s hit pre-school property Peppa Pig in China.

Under the new deal, the firm will introduce an extensive new toy line in 2018 that will continue to fuel the brand’s accelerating growth in the market.

The TV series made a strong broadcast debut in China in June 2015 on national broadcaster, CCTV and is now available on multiple leading VOD platforms including Youku, IQIYi and Tencent, where the series has accumulated over 45 billion cumulative views.

As one of China’s leading toy manufacturers, plans are underway for Alpha Group to launch a new core toy range including play-sets, figurines and role play which will debut in the fourth quarter of 2018. As part of its strategy, Alpha plans to offer multiple price points across the range to give consumers more choice and value for money.

Andrew Carley, EVP global licensing, family and brand, Entertainment One, said: “Alpha’s leading position in the Chinese market, in addition to its industrial chain platform and diverse operational IP experience, will contribute greatly to the reach of Peppa Pig across a wider consumer spectrum and we are delighted to have them on board.”

Kenny Cao, senior vice president at Alpha Group, added: “More and more families in China have fallen in love with Peppa Pig.

“Such collaboration will enable both parties to make the most of resources for a mutually beneficial partnership.

“Alpha also aspired to enhance its competitiveness in the family entertainment field.”

The licensing programme for Chine now boasts over 45 partners and is continuing to expand across apparel, publishing, digital and confectionery, as well as live events and immersive fan experiences.

This September will see the opening of Merlin Entertainment’s first Peppa Pig attraction in Shanghai, while a new deal has been signed with Happy Kids Cultural Development for a Peppa Pig stage show that will tour the country over then next three years.

To manage this rapid growth, eOne has expanded it local team in the company’s Hong Kong office and has recently appointed Jennifer Pang as licensing director, Leo Tsoi as Hardgoods Manager, Joyce Lauw as director of product development and Debra Ng as VP of marketing.

Carley continued: “The accelerating popularity of Peppa Pig in China is testament to the brand’s universal appeal and shows us what incredible growth is possible when the Chinese market gets behind a brand.

“As we gear up for the Year of the Pig in Chinese New Year 2019 we will be in a strong position with a new toy range, fresh content, exciting merchandise ranges and immersive experiences that will enable us to deepen our presence in what is a hugely important market for our global growth strategy.”

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