Entertainment One buys controlling stake in Peppa Pig

The move is part of eOne's plans to centralise the management of its hit global brands.
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Entertainment One is increasing its ownership of the hit pre-school franchise, Peppa Pig, purchasing a controlling stake in the popular kids’ brand.

The company has entered into an agreement with the Peppa Pig co-owners Astley Baker Davies to purchase a larger stake in the property.

As part of the deal, creators, directors and producers Mark Baker, Neville Astley and Phil Davies are producing an additional 52 episodes of Peppa Pig.

The deal underpins eOne;s content ownership strategy for delivering content. Peppa Pig has been co-owned and distributed globally by eOne since 2007, and with new episodes in the pipeline, the firm is now looking to maximise its value through the centralized management of the brand.

“Peppa Pig has emerged as a worldwide phenomenon and reflects the success of our 10 year partnership working with the creative genius of Mark, Nev and Phil,” said Darren Throop, president and chief executive officer, Entertainment One.

“Now the number one pre-school property in the UK, Australia, Spain, Italy, Mexico and Brazil, and a leader in major territories around the world, the growth opportunities for Peppa are significant.

“Our family and licensing teams have an unparalleled knowledge of the brand and an impassioned belief in its global potential. As we continue to expand in the US, Asia and throughout our existing markets, we are excited to enter into new markets and take Peppa to new heights.”

ABD has produced over 200 episodes over six series of Peppa Pig, which have been broadcast in over 180 territories.

“In our many years working together, Entertainment One has gone above and beyond as committed and dedicated partners. Peppa is so close to our hearts and she touches the lives of so many families around the world,” said a spokesperson for ABD.

“With eOne’s knowledge of Peppa and their extensive distribution network, we see so much more potential for Peppa and our work together.”

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