After enjoying incredible success in the UK, Contender is now rolling out the licensing and merchandising programme for Peppa Pig to other territories, with France top of the list.
The popular character has amassed some 46 licensees in the UK to date and Contender’s head of licensing Andrew Carley is confident this success can be replicated in France.
“We have toy, publishing and apparel partners in place as well as a number of other key categories,” Carley told Licensing.biz. “All the building blocks are there for a licensing programme and to that end we have appointed FTD as our licensing agency.”
The show airs on both France 5 and TIJI on Canal J – mirroring the broadcast set up in the UK of a major terrestrial channel and strong cable partner – with the show rating very well.
Giochi Preziosi (toys), Albin Michel (publishing) and Sahinler (apparel) have all pledged support, with the toy and book lines already on retail shelves and selling well. Contender’s next task is to expand the availability of the toy range.
“In exactly the same way as we handled it in the UK, we are managing Peppa fairly carefully to be sure that where the product goes in it’s going to sell through and the partners who come on board can create ranges that befit Peppa,” Carley explained. “Now the show has been on air for two years, it is a good time to start to move it forward as the demand for product builds.”
Meanwhile, in the UK the latest licensees to come on board include Pinnacle (Nintendo DS and Wii video game), GB Eye (posters), Inspiration Works (electronic learning), International Greetings (stationery) and Finsbury Foods (celebration cakes).
Carley explained that the next phase for Peppa Pig in the UK is to take a look at more promotional and marketing led campaigns and he will be talking to potential partners over the next 12 to 18 months. The potential to exploit other characters from the show – such as Peppa’s brother George – is also high.