Toys R Us will be kicking off a major promotion involving E1 Entertainment's pre-school character Peppa Pig from next week.
Beginning on half-term week, the campaign will run for at least four weeks across all stores. Consumers who spend £60 or more on any Peppa Pig product in-store will receive a free Peppa campervan from Character Options.
The offer will be featured at front of store in seasonal space, with point of sale also appearing in the Peppa section of the pre-school aisle.
To support the promotion, Character Options will be fronting a major TV advertising campaign. The TV ads are being tagged to direct customers to TRU and highlight the promotion.
In addition, episodes of Peppa Pig on Nick Jr will be tagged with TRU sponsorship bumpers. The TV ads and sponsorship will kick off at the end of this week.
On top of this, a six-page Peppa branded mailer has been produced and will be sent out to 84,000 TRU customers this week. This features the offer, while also highlighting the full Peppa product range. It will include a discount voucher on tickets to the Peppa Pig stage show.
As well as Character Options - which has been instrumental in the promotion - a number of other licensees have also been involved from key categories including toys, publishing and video games.
"E1 are really excited to be partnering with TRU on such a high profile promotion," E1's marketing manager, Rebecca Harvey told Licensing.biz. "It's ideal timing as Peppa Pig's consistent growth at retail since launch has seen her climb the NPD charts to become the number two pre-school licence in the UK.
"We're delighted that so many of our key licensees have been able to take part in this promotion, including our master toy partner Character Options, who are supplying their Peppa Pig Campervan as the free gift with purchase."