Pre-school brand expands presence in region as Scholastic and Candlewick Press also sign up.

Fisher-Price to launch Peppa Pig toys in Canada

Fisher-Price has signed with Entertainment One as the Canadian master toy partner for Peppa Pig.

The deal marks an extension of Fisher-Price’s domestic North American rights to the brand following a retail launch in Toys R Us stores in the US last year.

The new agreement will see the production of new items including the Sip ‘n Oink Tea Set, Hug ‘n Oink Peppa Talking Plush, Schoolhouse and Treehouse Play-sets, Peek ‘n Surprise Playhouse and a variety of character figures.

eOne is also working with its Canadian licensing agency, Studio Licensing to build a consumer products programme for the brand to kick off in autumn this year with toys, publishing and DVDs.

Scholastic and Candlewick Press are also extending their distribution into Canada with a range of paperback and hardcover and novelty books.

Andrew Carley, head of global licensing at Entertainment One, said: "It’s a testament to the strength of the brand that our toy and publishing partners in the US are now looking to extend their ranges into Canada.

"Fisher-Price is a leader in the industry and its reputation as a trusted pre-school brand is a huge selling point with consumers and will ensure that we have the highest quality product on shelf when the brand debuts in the Canadian market.”

eOne and Studio Licensing are currently signing partners for the second phase retail rollout in 2014 which will see the launch of soft goods and accessories in addition to expanding the publishing and toy categories.

A raft of new partners are already on board including Calego International, Inc. for luggage, backpacks, lunch bags and umbrellas, Black and White Merchandising Co. Ltd. for footwear, Imagine Publications, Inc. for French language publishing and activity books, Daytime Enterprises Limited for costume character appearances and TCG for games and puzzles.

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