Entertainment One (eOne) has outlined new plans for Peppa Pig, with a push into the mass market retail sector.
Peppa Pig consumer products first launched in France in 2014, but now licensed merchandise will be available in nationwide retail chains including Carrefour and food chains, as well as Toys R Us, La Grande Recre and Joué Club.
The new licensing programme is managed by Entertainment One’s licensing agent France TV Distribution, which currently boasts over 35 licensees.
Toy partner Giochi Preziosi leads the toy category, while publishing partner Hachette Jeunesse introduced a range of story, activity and colouring books in addition to stationery during 2015.
Plus, Cijep has singed up for plush, accessories and furniture, while other partners have signed for homeware, partyware, toiletries and food, which will all be rolling out with full listings in 2016.
Ami Dieckman, head of international licensing at eOne, said: “Initial sales of Peppa licensed merchandise have surpassed the expectations of retailers in France, and with the added exposure of France 4 and France 5’s daily broadcasts and the upcoming live show, it’s clear that the time is right to bring the brand to the mass market.”
Multiple episodes of the TV show are aired on France 4 and 5, and eOne is working with France TV Distribution and UK stage show partner Fiery Angel, to bring the live show production Peppa Pig’s Big Splash to audiences in France.