Peppa Pig enters China with broadcast, toy and publishing partners

eOne has secured a roster of new deals to build an 'extremely strong foundation' for the pre-school series in the Chinese market.
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Peppa Pig is heading to China for the first time as Entertainment One Licensing secures broadcast, toy and publishing partners across the territory.

National broadcaster, China Central Television has secured the rights to air the popular pre-school series, which will debut on its children’s channel CCTV 14 Kids on June 23rd this year.

Peppa Pig content will also launch on other video on demand platforms, while eOne is working closely with CCTV to create digital content for the Chinese market. This will include an official Peppa Pig website and online promotions.

Meanwhile, PPW has been appointed as the licensing agent for the brand in China and has recently brokered a deal with King Bee who joins as the master toy licensee for Peppa Pig.

Elsewhere, Penguin China will work to build the publishing category through bilingual and local languages with a variety of formats.

Products will begin to rollout at key retail channels from July 2015.

“We are delighted to be welcoming CCTV and PPW to the eOne family,” said Olivier Dumont, managing director eOne Family and eOne Licensing.

“CCTV is the home of the most current television content in the region and its reach is quite phenomenal. Couple this with PPW’s forensic knowledge of licensing in the region and its proven ability to develop comprehensive cross category licensing programmes and we have an extremely strong foundation for building Peppa Pig in this hugely exciting market.”

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