eOne signs Fisher-Price as Peppa Pig's US toy partner

First licensee for pre-school brand in the territory revealed ahead of industry's Vegas showcase.
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Entertainment One has unveiled Fisher-Price as the new pre-school toy partner for Peppa Pig in the US.

The Mattel subsidiary is the first licensee for the brand in the territory, following the launch of the show on Nick Jr earlier this year.

Fisher-Price will now develop a comprehensive toy line targeting the pre-school market, pending negotiation of the final details between the two firms.

"The appointment of Fisher-Price is an exciting development in the expansion of Peppa Pig in the US and sets the standard for future partners to the American licensing programme," said Andrew Carley, head of licensing at Entertainment One.

"Partnering with such a prestigious toy licensee in the US at this stage in the property's evolution is testament to the strength of the US broadcast figures, the proven success of the brand in the UK and the confidence many have that the brand will be a big hit with US consumers."

Susie Lecker, SVP for Fisher-Price Friends, added: "Fisher-Price is very pleased to partner with eOne to bring a character of this quality to the US market. Peppa Pig is such a warm, endearing and relatable personality, and the stories offer a wholesome message that families really appreciate.

"We know how children love to play out the adventures they see on TV - as well as dream up their own - so we're really excited to be developing a line of Peppa Pig toys."

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