Entertainment One Family has partnered with George at Asda to launch its first brand extension for Peppa Pig’s popular character Mummy Pig.
Just in time to celebrate Mother’s Day this year, the partnership has developed a limited range of seasonal garments featuring Mummy Pig, set to roll out nationwide.
A new line of Mummy Pig pyjamas and socks have launched both online and in stores, and Asda reports that several sizes have already sold out online due to popularity.
The Mummy Pig brand extension follows the success of previous George Pig and Daddy Pig spin-off merchandise lines.
Entertainment One Family is now seeking to secure further partnerships to take the brand extension trade wide.
Hannah Mungo, head of licensing at Entertainment One, said: “The instant success of this Mummy Pig Mother’s Day range is a clear demonstration of the brand’s appeal to adult consumers and we’re keen to build on this initial success with future partnerships that will take the brand extension trade wide.”