Entertainment One has sealed a deal with household, health and personal care products firm Reckitt Benckiser, which will see Peppa Pig used to promote the new E45 Junior bath time line.
The partnership will be centred around 'Peppa's Big Bubble Bash', an interactive initiative which encourages children to have fun with bubbles at bath time.
This will be supported by an integrated media campaign worth £1.4 million, which will reach 80 per cent of children aged one to six. The promotion will feature in E45 Junior's press advertising and PR, while it will also have a dedicated microsite.
Peppa Pig's Bubble Bash will also be promoted via nursery schools, playhouses, leisure centres and retailers. Selected retailers will also be offering a free gift with purchase - a Peppa Pig wash mitt that will be attached to the lid of the E45 Junior Foaming Bath Milk and distributed on shelf and in branded FSDUs in several retailers including Asda from September.
"We're thrilled to be partnering with E45 Junior for Peppa Pig's Bubble Bash," said Hannah Mungo, head of UK licensing at eOne. "E45 shares many of Peppa's core values including fun and shared family experience and this is a promotion that wholly respects the integrity of our brand, while engaging parents and young children."