Entertainment One Licensing has signed a raft of new deals for Peppa Pig in Australia.
Newly signed licensees include Hunter Leisure for wheeled toys and furniture, Big Balloon for role-play, Crayola for colour and activity packs, Maxwell Foods for sultanas, Portmerion for ceramic homewares and Universal Brands for bath and beauty products.
Symingtons have also expanded their Peppa Pig range and will be adding porridge kits and a milkshake mix to its Australian range.
“We are delighted to welcome all our new partners to the Peppa Pig licensing programme in Australia," said Trish Padoin and Con Goutzoulas, joint commercial directors, Australia, eOne Licensing.
"Peppa is really gaining traction in the territory and has already established herself as the leading pre-school kids franchise here. We look forward to working with our new colleagues and combining our expertise and knowledge as we continue to build the brand in Australia.”
Peppa Pig has quickly emerged as Australia’s number one pre-school brand. Penguin has sold over one million Peppa Pig books to date with 15,000 units leaving stores every week and the brand is a consistent leader in the pre-school DVD market.
Redan’s Peppa Pig magazine is also Australia’s top selling pre-school magazine across the grocery sector and Lifelike Touring’s Peppa Pig Live: Treasure Hunt! show sold over 175,000 tickets over its 18 month run across Australia.
eOne recently announced that it had partnered with Cancer Council Australia for a range of Peppa Pig sunscreens. Due to its initial success at retail, where it took the top three positions for sunscreen sales in Coles supermarket, the sunscreen is now in the process of rolling out to the wider market.
To drive consumer engagement in Australia this Autumn, eOne is using a Princess Peppa theme across retail and marketing to promote the launch of new products including the Princess Peppa toy range, apparel and footwear, puzzles and games, wheel toys and toddler training aids.