APPAREL MONTH: Peppa Pig drive going from strength to strength

Blues Clothing and William Lamb among licensees enjoying success with E1 brand.
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E1 Entertainment is aiming for further success in the apparel category with its Peppa Pig brand this year.

2009 saw the firm creating graphics specifically with clothing in mind in a bid to inspire licensees. In the last 18 months, E1 has moved from a sea of basic character prints on pink to more sophisticated and colourful ranges that keep Peppa moving forwards graphically.

Apparel is also the category which kickstarted the George licensing programme back in 2007, at the request of boy's wear buyers at Mothercare and Next. As a result, E1 now has standalone George products in almost every licensed category.

Blues has been a strong partner in outerwear, with E1 rolling out a lot of its graphics to accessories partners in order to get co-ordinated ranges in specific retailers.

"Peppa has been our number one pre-school entertainment brand for the last 18 months and continues to be strong for 2010," said Blues' Alison Martin. "From a creative perspective, Peppa is such an interesting brand to work on because of the variety of different themes delivered by the programming, coupled with a degree of flexibility on creative.

"This allows us to ensure that the clothing lines are always 'on trend', which is critical for leisurewear within the current marketplace. It has also been great to move the girls product away from the obvious pinks and lilacs to the more trend driven palettes of purples, oranges and greens. The opportunity to include George Pig boy's wear ranges in our offer has contributed to the success."

William Lamb has also been a strong licensee on the footwear front; Peppa was its number one licence overall in 2009 and is also forecast to be its top property in 2010, too.

"For us, working with Peppa and E1 has been wonderful, from being so creatively adaptable to the revenue generated," said Sandra Vanston, the firm's licensing manager. "A key factor contributing to the success of this property, for us, is being able to target girls and boys."

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