As Peppa Pig readies to celebrate its tenth UK anniversary, Entertainment One has detailed its plans for a hub of activity with consumers, retailers, broadcasters and licensees.
The anniversary tie-ins will all be united by the theme of Muddy Puddles in homage to the title of the show’s first UK episode ten years ago.
The show’s animation studio, Astley Baker Davies is currently in in production of an anniversary special, with a running length of 15 minutes, marking the longest episode in the show’s history.
The special is scheduled to premiere on Channel 5 Milkshake and Nick Jr. from November this year.
Honouring the show’s first ever broadcast on May 31st 2004, Channel 5 Milkshake will host Peppa’s Party Week from May 26th to 31st with live celebrations and competitions featuring character costumes.
From Monday, June 2nd, Nick Jr. will launch a month long interactive Oinkestra campaign, encouraging parents to submit videos of their kids oinking to receive a downloadable Peppa activity pack. The videos will then be used to create dedicated promos which will air in the run up to a marathon of Peppa’s top 20 episodes.
Meanwhile, a host of anniversary products are planned across all categories, supported with a number of retail events.
A wide range of licensees are already on board to create special Muddy Puddles themed collections, including Character Options, Inspiration Works, Meld, Ravensburger and Giromax for toys.
Penguin, Penwizard and Redan will produce celebratory titles in publishing, Blues, Cooneen, Misirli and Roy Lowe in apparel, Rudolph Stein, Shreds, Spearmark, Trademark and William Lamb in accessories and Portmeirion and Fine Décor for homewares, among others.
The product launches will be supported by special tenth anniversary promotions, encouraging consumers to search for golden codes inside the anniversary DVD, websites, social media and live locations such as Peppa Pig World.
The codes will allow customers to redeem 5,000 Peppa Pig prizes including licensed product and a family break stay at Peppa Pig World.
Hannah Mungo, head of UK licensing at Entertainment One, said: “We’re incredibly excited to be bringing together partners across all sectors of the licensing programme and supporting them with fresh content and a marketing strategy that will ensure we have an impactful and cohesive brand message ofr Peppa’s ten year anniversary.
“The anniversary marks an important milestone in the brand’s evolution and to reflect that we have put together a strong programme of activity that will both generate excitement among Peppa’s huge UK fanbase and also showcase a fantastic new product range right across the retail spectrum.”