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00 Peppa Pig © Astley Baker Davies Ltd/Entertainment One UK Ltd 2003.
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Celebrating 15 Years of Muddy Puddles FU N FA CT:
There are more than 1,100 characters in Peppa Pig’s world.
Preschoolers around the world have been welcoming Peppa Pig into their lives for the last 15 years, as the brand has captured the hearts and minds of each new generation; drawing parents, licensees, retailers and other partners into the relationship. Opening this special anniversary supplement are eOne’s Family & Brands President, Olivier Dumont and EVP Global Licensing, Andrew Carley, as they look forward to 2019’s year-long calendar of anniversary activity.
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elcome to the wonderful world of Peppa Pig! To say we are delighted with her achievements over the past 15 years would be an understatement. We are enormously proud of Peppa’s steadfast presence and success over the last 15 years and we hope that everyone Andrew’s favourite thing about Peppa Pig: “That it reminds us that the funniest, loveliest, most important adventures happen right under our noses, at home with our families and friends.”
who has been involved in that success feels the same. Peppa’s universal appeal, coupled with our continued investment into content, creative assets and marketing initiatives, has secured her evergreen status; ensuring she remains relevant in these rapidly changing times. We have carefully nurtured and strategically managed Peppa’s growth and remain resolutely true to the brand’s core DNA in everything we do. Globally, Peppa has also transcended cultural and geographical boundaries, appealing to preschoolers around the world. When we started out we had no idea this would be the case! Apart from being wellknown and loved around
the world, it’s striking how the brand can adapt to keep up with emerging trends in licensing here in the UK, too. The forwardthinking licensing programme is fundamental to Peppa’s unique success, with a wide range of partnerships ensuring that even in the face of significant shifts in consumer habits, Peppa remains a consistent, trusted brand. Children relate so well to Peppa’s day-today adventures that licensed toys, clothing and other objects bring them closer to her, helping to reinforce their enjoyment of Peppa both on and off-screen.
Olivier’s favourite thing about Peppa Pig: “I just find Miss Rabbit hilarious, even when there’s a crisis she always pulls it off in her own amusing way!”
With a global fan base that just keeps growing, Peppa has stood the test of time – so for us it’s time to look to the future. We will be taking Peppa into global partnerships that will move the brand to a new level and have made a commitment to producing fresh Peppa content, with new episodes coming through until 2023. Working with Peppa has been exciting and is always a joy. We are looking forward to the next 15 years!”
This special anniversary supplement was produced for Entertainment One by Max Publishing. Publication Editor: Jacqui Parr. Publishing Director: Rob Willis. Designer: Gary Freeman. Copyright 2018: While every effort has been made to ensure that the information in this publication was correct at the time of going to press, the publishers cannot accept legal liability for any errors, omissions, nor can they accept responsibility for the standing of advertisers nor any organisations mentioned in the text.
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Contents 06 Peppa Pig’s Journey
Creating everlasting memories for 15 years.
09 The Creative Process
Taking a look behind the scenes and what’s planned for series 8.
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Spotlight On The UK
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Year Of Celebrations
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Toys With Character
Shining a light on where it all began. Looking at the exciting plans which will be marking the brand’s anniversary. Master toy licensee Character Options talks about its long-standing relationship with Peppa Pig.
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Time To Play
Toy licensees talk about the importance of Peppa.
22 Peppa’s Fashion Fun
New apparel partner Fashion UK explains why Peppa Pig is a perfect partner.
23 Dressed To Impress
Apparel and accessory licensees share their Peppa Pig experiences.
27 Peppa In Print
Why Peppa is one of preschool publishing’s biggest success stories.
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33 Peppa’s Wide Appeal
Licensees talk about the benefits of Peppa’s wide-ranging appeal.
34 Talking Shop
The Peppa brand continues to hit the spot at retail, as these retailers are keen to emphasise.
37 Bringing Peppa To Life
From interactive live shows to exciting theme parks, Peppa’s fans love immersing themselves in her world.
38 Peppa Gives Back
Looking at the importance of charity partnerships and what they mean for Peppa.
39 A Truly Global Brand
Documenting the huge success of the truly global Peppa Pig brand.
40 Year Of The Pig
Showcasing Peppa’s growth and appeal across China.
43 Peppa’s Passport
We take a look at Peppa’s successes across the US and Australian markets.
45 Team Talk
Who’s who in UK licensing at eOne.
46 Peppa’s Fan Club
Because everyone loves Peppa Pig.
Peppa’s Busy World
A selection of Peppa licensees share their stories about the success of the brand.
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Peppa Pig’s Journey Peppa has had an incredible journey over the last 15 years. Here are just some of her highlights...
2012
Peppa now has 130 licensees worldwide Peppa wins her third BAFTA Children Award for Best Preschool Animation
2004 Peppa Pig launches on TV in the UK, on Nick Jr and Channel Five’s Milkshake Peppa’s Christmas toy launch hits £1million in retail sales
2005
2011
Peppa Pig World opens in the UK Peppa wins her second Children’s BAFTA for best preschool animation
Peppa Pig launches in the USA on Nick Jr
2010
Peppa wins her first BAFTA Children Award for Best Preschool Animation
P ERFECT FESTIVE TREAT
UK retail sales reach £200million
Charity partnership with Tommy’s begins
2006
Sat 8 Dec 2018 – Sun 6 Jan 2019 Box Office 020 7930 8800 www.peppapiglive.com
Peppa makes her West End stage debut
#peppapiglive
Peppa Pig © Astley Baker Davies Ltd / Entertainment One UK Ltd 2003
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2009
UK retail sales hit £13million UK retail sales reach £120million
Peppa makes her first costume character appearance
Peppa Pig is named Best Preschool Property at the Licensing Awards
2007
UK stage show launches
2008 UK retail sales reach £38million 20 UK licensees on board
Product begins to roll out internationally
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2013
2019 Peppa embraces the Year of the Pig
Peppa’s dedicated YouTube channel launches
Big screen debut in China with Peppa Celebrates Chinese New Year
First adult brand extension product launches
Festival of Fun UK and AUS cinema release Peppa celebrates 15 years of Muddy Puddles
2014
Series 8 launches internationally
Peppa Pig celebrates 10 years of Muddy Puddles
2018
Peppa is named Best Classic Licensed Property at the Licensing Awards
2015 Sales reach $1billion globally Peppa Pig launches in China on CCTV The Golden Boots shows in UK cinemas Move With Peppa physical literacy program launches
2016 Partnership with Save the Children begins in the UK Toys and publishing launch across China Apps reach 25million downloads worldwide
Apps reach 63 million downloads worldwide* Peppa Pig World expands First ever Peppa Pig World of Play launches in Shanghai 18 million YouTube subscribers and 7.5 billion views on the platform worldwide*
2017
Peppa’s My First Cinema Experience takes £3.6m at the UK box office and $2.2m in AUS Partnership with BookTrust launches
*(up to December 2018)
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The Creative Process It’s a lot of hard work creating a global phenomenon like Peppa Pig – but it’s a lot of fun as well! Mark Baker, Neville Astley and Phil Davies are the brains behind award-winning animation studio Astley Baker Davies and they give us a peek behind the scenes as we find out what’s in store for 2019.
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ith 15 years of heritage already behind her, Peppa Pig is an evergreen preschool brand which keeps on growing, thanks to a continuous pipeline of fresh new content. A new series is currently in production and while the focus remains on Peppa’s core values, new brand themes will also bring a fresh look to the show. The 117 new episodes will be launching globally from spring 2019, coinciding with Peppa’s 15th anniversary and providing a steady stream of content to release until 2023. This will ensure that Peppa Pig’s adventures remain relevant to the newest generation of young fans and their families. “The success of the products was never our motivation,” revealed Mark Baker, of Astley Baker Davies Studios. “When we made the first series it was enough of an achievement that it was shown on real television to real people!”
What’s New?
New characters include the Panda twins Peggi and Pandora and Mandy Mouse, while special episodes will celebrate Chinese New Year traditions and World Book Day as extensions to the core Peppa world. The festival-themed two-part episode will also see Peppa enjoy her first ever visit to a children’s festival, which turns out to be very muddy indeed! ABOVE: New twin characters Peggi and Pandora are daughters of Police Officer Panda.
ABOVE: New content for 2019 includes the exciting two-part festival special.
“The thrill of writing is still the exciting part – when you come up with a new concept,” agreed Neville Astley. “It’s so universal because Peppa is a four-year-old and at that age children have the same issues, no matter where they are around the world.”
BELOW: These original sketches show Peppa and her family in the very early days.
“It’s such a simple starting point,” Mark added. “When we’re writing the episodes they are just based on what we find funny and what’s happening in our own lives. That’s something that we always try and think about – how does this relate to what we actually know?” The final word goes to Neville, as he admits that writing Peppa is still enjoyable: “The bottom line is that we do still have so much fun writing Peppa; maybe that shines through. We’re not thinking about merchandising, we’re just thinking about making Peppa episodes and enjoying it and laughing our heads off!”
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Organic Bamboo NEW for 2019
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Spotlight On The UK The UK preschool market holds a special place for Peppa Pig, where she has been a household name for the last 15 years. We spoke to Katie Rollings, eOne’s SVP of Licensing for UK, Family & Brands, about the strength of the domestic market.
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he UK preschool market was a very different place 15 years ago when Peppa first came onto the scene. But while the sector itself has changed dramatically, the Peppa Pig brand remains highly resilient and eOne continues to see a strong performance right across the board. “I can’t believe how quickly the past 15 years have gone,” begins Katie, reflecting on those early days. “It’s an incredible achievement that Peppa Pig remains as loved as ever and we want to celebrate that!” A nationwide cinema release is kicking off in early spring, followed by a packed year-long calendar of activity including live events, retail action and product initiatives that will keep Peppa front of mind throughout the year. Brand new content will also inspire licensees and other partners to continue to deliver fresh, innovative ranges. The UK merchandise market is particularly strong for Peppa and there will be a host
Best In Class
Peppa Pig’s list of awards is nearly as long as Miss Rabbit’s CV, but the brand recently scooped a huge win at the UK Licensing Awards 2018 where it was named ‘Best Classic Licensed Property’.
of new releases centred around the anniversary year. This will include ‘Family Celebrations’ themed plush and figures from master toy licensee Character Options, an Ultimate Collection of 50 books from Penguin, magazine anniversary specials from Redan, special edition figurines from Enseco, new partyware from Gemma and party themed apparel from Fashion UK. “We have close to 90 UK licensees on Peppa and we are incredibly lucky to have worked TOP: The eOne licensing team take to the stage at the 2018 Licensing Awards. FAR LEFT: On-trend content allows licensees like Ladybird Publishing to offer fresh product. LEFT: Peppa gets up close with fans during a UK character appearance.
T: F U N FAUC K licensees
More than 25 a Pig licence pp have held a Pe a decade! for over
with some of those for a very long time,” reflects Katie. “We are always on ABOVE: Rollings, the lookout eOne’s SVP forKatie UK Licensing. for new partnerships and opportunities that will help ensure Peppa remains relevant and innovative in an increasingly tough and competitive market. And with all the exciting things we have planned we are looking forward to creating even more unforgettable memories for Peppa’s fans across the UK!”
Peppa’s New Partners
A number of new UK licensees will be joining the Peppa family in 2019, such as Fashion UK (kids daywear, adult daywear, adult nightwear), AFB (sunglasses), Dreamtex (wallpaper), Original Candy Co (shaped lollies), Great British Teepee Company, Enesco (gift), Evode Group (print on demand), 288 Group Ltd (collectable medals), Avec (crafts) and Pez.
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NI GHTWEAR UND ERWEAR SOCKS BABYWEAR ACCESSORI ES
Contact: Faye Rashad - Email: faye@misirli.co.uk
Misirli UK Ltd, Unit 5, 22 Pinfold Road, Thurmaston, Leicester, LE4 8AS T: +44(0) 116 2645 860 / / F: +44(0) 116 2698 702
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Proud to be long standing partners with Peppa Pig
Visit our website to view more...
www.misirli.co.uk
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Year Of Celebrations Never one to step away from the limelight, Peppa Pig has made sure that celebrations for her 15th anniversary will have a real party feel. A packed calendar of activity will follow the theme of ‘Family Celebrations’ to mark the occasion.
Perfect Partners
Charity partnerships are an important part of Peppa Pig’s brand strategy and eOne works with three key partners – Save the Children, Tommy’s and BookTrust – who all align with Peppa’s core brand values. These inspirational partners will be making the most of Peppa’s heightened visibility during the anniversary celebrations to ensure their fundraising activities are bigger and better than ever. LEFT: Peppa Pig: Festival of Fun will be a fun family experience.
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mong the many celebrations honouring Peppa’s landmark year, there will be a nationwide cinema release kicking things off in early spring. The Peppa Pig: Festival of Fun big screen experience comprises ten brand new and never-seen-before episodes, leading with a two-part festival special. Set for release in April 2019, it will feature a number of new characters and locations and will give fans of all ages a full hour of unprecedented Peppa-related fun.
A similar release, My First Cinema Experience, launched in 2017 and took £3.6 million at the box office, reaching number three in the UK charts for its opening weekend. Peppa Pig: Festival of Fun will be running until the middle of July and as such is expected to reach even more preschoolers and their families. Each episode is connected by live action interstitial content which is specially designed to offer young children a gentle introduction to the cinema, encouraging them to get up, sing and dance along with their favourite on-screen
characters. This unique structure has been carefully designed to appeal and cater to very young children while also allowing eOne to explore a number of opportunities for promotional moments and partnerships. Music and dancing has always been an important part of Peppa Pig’s world and it will feature heavily throughout much of the anniversary celebrations. From Festival of Fun to the stage show and the physical literacy programme Move with Peppa, people want to sing along! BELOW: A brand new Peppa Pig Live! show will be touring the UK
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ABOVE: My First Concert will be a three-day musical extravaganza!
To encourage them even more, an album will be released during the year, featuring brand new songs, alongside favourites from the show and highlights from Festival of Fun. In keeping with this musical theme is Peppa’s tour of the summer festival circuit, which sees costume characters from Rainbow Productions visiting multiple family-friendly events and helping to bring the new content to life.
FU N FA CT:
a The Peppa Pig: Festival of Fun cinem release includes ten brand new episodes: Children’s Festival, Muddy s Festival, Strawberries, Grandpa Pig’ !, Birthday, Petting Farm, Pizza! Pizza ting Spot Bird Day, an Rom , Land TV and Super Potato Movie.
For the 2019 anniversary celebrations, eOne will be enhancing the usual meetand-greet experience with on-stage appearances, Peppa Pig parties and other pop-up experiences that tie into the Festival of Fun episodes. There will also be potential screenings of key episodes, along with some of the new music. These opportunities for children to interact with Peppa will help to reinforce the brand values in the hearts and minds of little ones and their parents, while also creating unforgettable childhood memories of the time spent with their favourite character. For those looking for other ways to celebrate Peppa’s 15th anniversary, a brand new Peppa Pig Live! show will be touring local theatres across the UK from October, running throughout the whole of 2020. Making the most of the musical connection to Peppa’s anniversary celebrations is one very special event, taking place over just three days in February in the Queen Elizabeth Hall on London’s Southbank. Peppa Pig: My First Concert is a fun, interactive introduction to a live orchestra where children will be able to hear some of their favourite music from the show. And it wouldn’t be a real Peppa Pig experience if they weren’t
Party Products
A wide range of new products have been created by dedicated licensees to help Peppa Pig and eOne mark their major anniversary milestone. Many of the products tie in with the 2019 ‘Family Celebrations’ theme, taking inspiration from the fresh broadcast content which drives newness across the board. Product highlights for 2019 include party plush and figure packs from Character Options, a gifting line from Enesco, ultimate collections from Ladybird Publishing, special editions from Redan, collectable medals from 288 Group Ltd and themed apparel from Fashion UK.
ABOVE: Peppa and George ready to meet with their audience.
also able to join in and make some music of their own! With so much carefully curated activity, exciting experiences and fantastic new products in store for 2019, eOne has ensured that Peppa’s 15th anniversary is going to be a year to remember for children, parents and partners alike.
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Toys With Character
Toys and playsets form the foundation for much of Peppa Pig’s extensive licensing activity. Character Options’ Brand Manager, Laura Gunton explains how the master toy licensee ensures that its Peppa lines continue to sit at the top of the bestsellers lists.
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s the master toy partner since 2003, Peppa Pig is one of Character Options’ biggest properties and is a cornerstone brand in its portfolio. A property with true global appeal, the toy range is currently distributed across 60 countries worldwide. “We have seen another year of growth within a highly competitive and fast changing toy industry which highlights just how strong and enduring the brand is,” said Laura. “Working together with eOne, we strive to keep the product line fresh and have one of the strongest ranges to date launching in 2019.” “Our product development team work very closely with eOne to ensure we utilise the new content and that our toys reflect the show as closely as possible,” explained Laura.
BELOW: A successful TV campaign supported the launch of Peppa’s Secret Surprise.
Best-selling lines are often those which reflect iconic parts of the show, such as the Family Home or Classic Red Car. Innovation is naturally important for any long-standing partner and the Character Options team is constantly working on new product development.
“The new Peppa Pig Stage playset enables children to create their own adventures with multiple backgrounds to encourage storytelling and imaginative play like never before,” said Laura. “We have also recently launched our new Peppa’s Secret Surprise, which brings the on-trend collectable, unboxing play pattern into the heart of the preschool category.”
ABOVE: Playsets are an important part of Peppa’s appeal and allow children’s imaginations to take over. LEFT: Collectables are essential to Character Options’ product portfolio.
The collectable nature of Peppa’s world is essential to Character Options’ product portfolio, with volume purchases driven by regular releases of a wide variety of figures in different designs and themes, many of them representing main characters, locations and vehicles within the show. 2019 will also see Character Options launch its biggest toy range to date, with a whole host of new lines. A new Talking Party Plush, a party-themed Figure Pack and party-themed Peppa’s Secret Surprise will all tie in perfectly with the ‘Family Celebrations’ theme, with other exciting launches, such as the biggest ever Peppa Pig House, following later in the year. “2019 is a year of celebrations for Peppa,” concluded Laura, “and we can’t wait to get started!”
Making A Noise
Character Options‘ marketing strategy is an effective blend of traditional TV advertising and innovative digital activity, drawing on the strength of the Peppa Pig YouTube channels and partnerships with other platforms such as UKMums.tv.
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Time To Play
BELOW: There are lots of snorts and giggles as children develop early learning skills with Trends UK’s ELAs.
The fun never stops with the wide range of Peppa Pig toys and games available and retailers love the reassurance of working with such a well-loved preschool brand. A selection of licensees share their perception of the perfect Peppa toys. Tim Hall, Managing Director, and games and we have created a
Ravensburger
“We were delighted to start working with Peppa Pig in early 2018. Peppa’s level of success doesn’t happen by chance; it has been driven by eOne, together with outstanding product development from the master toy licensee and all other partners. There is no question that young children and their parents love Peppa. It has loveable characters, wonderful animation, great stories and is very funny. The property is a perfect fit with our puzzles LEFT: Ravensburger recently received the award for Best Preschool Toy at the Progressive Preschool Awards 2018.
Alison Downie,
Global Licensing and Brand Director, HTI Group “Peppa is well and truly at the heart of our licensed ranges and is one of our top brands. Role play is a key play pattern for developing preschoolers and has a
fantastic range of 26 items. Peppa sells at an extremely high level and we are thrilled to be part of the success story.”
Phil Ratcliffe,
Sales and Marketing Director, MV Sports & Leisure
Lindsay Hardy,
Marketing Director, Trends UK
“Peppa Pig enjoys an enormous level of awareness and affection with the general public. Having this reassurance gives retailers confidence that our lines will perform well. Our Peppa Pig ELA range continues to be extremely popular. We are building on this by adding innovative new learning products, such as the new Count With Peppa, ensuring our toys continue to deliver the fun, educational play features parents and children love. The new content being introduced for 2019 takes account of how families spend time together. eOne has worked hard to keep the themes fresh and relevant and it’s already working well.”
“Peppa is consistently in our top three licences and has been for many years now. Peppa has an enduring appeal with a timeless quality, LEFT: All ranges are constantly consistently refreshed and future direction of the brand to ensure delivers at retail newness, which ensures long term growth and is loved by kids including MV for licensees and retailers. Sports’ latest and parents alike. collection. Peppa took its time before eOne has a clear growing too quickly and I strategy in terms believe this is a key reason for its of the current continuing success and evolution, as the property was a hit with kids and parents long before it became strong synergy with the Peppa brand, the must-have licence it is today.” so we see sales continue to grow and flourish for our ranges each year. There is no show like it, the evolving content, themes and characters mean Peppa always stays relevant as the years go by and she gets new preschool fans. Our product range has also evolved dramatically the past few years and is now a strong line which represents Peppa’s core brand and appeals to a wide audience.”
LEFT: HTI’s Peppa’s House kitchen launched five years ago and is still a bestselling line for the licensee.
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Peppa’s Fashion Fun Colourful designs and on-trend techniques are key to Peppa’s extensive fashion portfolio. New apparel partner Fashion UK’s Chief Operating Officer Patrick Bailey and Group Creative Director Hannah Miles talk about how they will be giving Peppa apparel a new lease of life in 2019.
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pparel is a big focus for eOne, accounting for approximately 20% of total UK licensed sales and as a brand new partner for 2019, Fashion UK will be bringing an entirely new range of Peppa Pig clothing to market, across both the core kidswear and adult apparel categories. “Peppa Pig is one of the most well-recognised shows in the UK and round the world,” said Patrick. “From tops to dresses, knitwear to leggings and swimwear to padded jackets, Peppa has become a key part of apparel collections throughout retail. It’s unique to experience a preschool brand working so well across multi-category clothing.” Why does Patrick believe the brand is able to work so well across so many different types of apparel and accessories? “Peppa is a unique property – it is easily the most successful preschool brand I have been privileged to be involved with,” Patrick continued. “The quality of the relationships between family and friends in the show resonate with both parents and children, and the strong storylines have been a constant from the very first episode.”
Plans for 2019 include launching a wide range of kids daywear and swimwear in addition to a refreshed range of adult nightwear, daywear and underwear which will be available at retail from spring/summer 2019. “Everyone at Fashion UK and Global Licensing is extremely proud and excited to have been appointed as the new Peppa Pig daywear LEFT: Core Peppa swimwear will incorporate external market trends such as unicorns. BELOW: George Pig remains a very popular choice right across the apparel market. BELOW LEFT: The team at eOne continually develop new trend guides, seasonal assets and bespoke creative all year round.
Retail Focus
ABOVE: Fashion UK’s Chief Operating Officer Patrick Bailey and Group Creative Director Hannah Miles.
and swimwear licensee,” Patrick continued. “To be able to work with the eOne team to help ensure Peppa’s continued growth and success is truly fantastic.” “I do feel very privileged to be working on the number one girl’s preschool brand,” added Hannah. “Peppa – and George of course! – is a strong evergreen property and the continuous newness and bespoke creative keeps the brand relevant. While colourful classic designs are core, we will also be reacting to new trends across both children and adult categories and using new techniques to reflect that.” Those new trend guides and seasonal assets will also complement the core values of friendship and life lessons as well as reflecting the 15th anniversary’s ‘Family Celebrations’ theme. “From an apparel perspective, Peppa Pig sits very well with many new trends,” said Hannah. “Girls’ fashion has really moved on in terms of techniques and interactive designs are becoming key in the preschool market, making fashion more fun and playful – like Peppa!”
“Peppa has total reach in the UK market,” said Patrick. “Our strategy is to ensure our creative team drive newness and push the boundaries on design where appropriate, working with eOne at retail in 2019 and beyond to ensure the continued success of the UK’s favourite family.”
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Dressed to Impress With her iconic look, it’s no surprise that Peppa Pig has been a big hit across the preschool apparel market. From onesies to wellies, we take a look at toddler fashion, Peppa-style! Ben Lowe
Account Manager, Roy Lowe & Sons “For us, Peppa Pig is the one true ‘evergreen’ brand. Each year, she surprises us with her retained relevance, ongoing connection with new young audiences and strength at retail in tough market climates.
Faye Rashad
Design and Licensing Manager, Misirli
“We are proud to have been
RIGHT: Waterstone’s book shop sells with working lots of books. Some even have a cafe eOne from the or coffe shop. How nice is that?
start to build an incredible licensing programme. Peppa Pig has been our number one brand consistently year-on-year bringing us – and all our retail partners – great success and firm sell throughs to move on each year. eOne works hard to bring amazing new content across television and style guides which allows for great product development. Our design team is able to be innovative, delivering commercial core ranges and trend-led fashion fun pieces. We hope to be part of the brand for many years to come.”
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We now have over 2,000 Peppa Pig designs and with the support of eOne, our team is able to continue to deliver fresh and relevant designs to a world of Peppa fans. I think this is testament to the unbelievable success that Peppa has seen over the last 15 years. Here’s to 15 more!” LEFT: With over 2,000 designs available, Peppa clearly has socks appeal.
Sarah Salmon
Licensing Manager, Cooneen by Design “It has been such a pleasure to be part of Peppa Pig’s growth over the last 15 years. Exciting new content and innovative style guides make it a pleasure to be part of the Peppa buzz! Peppa has been consistent throughout retail, holding her space in a tough environment. The show appeals to all families and the brand has moved with the times, following trends and expanding content with everyday events which the consumer can relate to. With the success of other categories and the ABOVE: Strong style guides and fresh content allows Misirli to keep Peppa Pig pyjamas on-trend.
Sandra Vanstan William Lamb
“We have been partners with eOne and Peppa Pig for over 10 years and were honoured to be presented with the Peppa Pig Softlines Licensee of the Year award in 2018. Peppa is consistently in our top-performing licences. In these unprecedented times, retailers still have such a fond connection with Peppa and continue to support the brand. We’ve sold well over ten million pairs of Peppa footwear and continue to push the boundaries with new product development, such as the new reins backpack.” ABOVE: William Lamb’s Peppa Pig welly and brand-new George reins backpack.
momentum for licensing picking back up, we see Peppa gaining new audiences throughout 2019 and growing the brand even further.” BELOW: Peppa Pig and George Pig onesies have been hugely popular for Cooneen
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Peppa In Print Over the last 15 years, Peppa Pig, her family and friends have graced the pages of more than 12 million books and 25 million magazines. With plenty of fresh content driving newness, publishing partners Redan Publishing and Penguin Random House Children’s share their plans for the special anniversary.
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natural medium for Peppa’s bold look and strong storylines, it’s no surprise that publishing has been an important part of the Peppa Pig licensing programme since the very beginning. Penguin Random House Children’s (Ladybird Licensing) has created hundreds of different Peppa Pig books across multiple formats in the last 15 years, while Redan Publishing has been producing the two best-selling Peppa titles for the last decade.
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Redan has sold more than 25m Peppa Pig magazines since 2007. Placed end-to-end they would go twice round the moon!
At Ladybird Licensing, Publisher Leanne Gill believes that Peppa’s enduring appeal is her relatability. “Everything Peppa does is possible – when you’re her age, every day and every new activity is an adventure!” Peppa is incredibly successful for Ladybird Licensing who are proud to have such a collaborative
working relationship with eOne. “It’s been really exciting to see all the new content and characters coming through,” she said, “as favourite episodes – such as The Zoo – often translate into bestselling book titles!”
ABOVE: Peppa’s Magical Unicorn glittery picture book is Ladybird’s take on an external market trend which eOne has been able to exploit across multiple categories.
Over the years Ladybird has published everything from stories to sticker books and novelties to annuals, as well as educational and seasonal titles and over 25 brand new books will be released in 2019. “We’ll also be extending the popular trend-led picture books with Peppa the Mermaid and a Liftthe-Flap book which ties in neatly with the Peppa Pig: Festival of Fun cinema RIGHT: Redan prides itself on the attention to detail it gives to every single issue and the educational values included in the content.
ABOVE: (l to r) Leanne Gill, Publisher at Ladybird Licensing and Julie Jones, Redan’s Managing Director.
release,” said Leanne. “It’s this sort of flexibility which has allowed us to continue to grow the business and keep our offering really fresh.” Redan Publishing looks after the magazine side of Peppa’s publishing portfolio, with both stand-alone Peppa Pig titles sitting comfortably at the top of UK preschool magazine charts for the last four years. These successful titles are exported to Australia, New Zealand, Hong Kong and Singapore, with a separate version published especially for the USA and Canada. “The premium Bag-O-Fun format is currently the best-selling magazine in the entire children’s magazine market,” explained Managing Director Julie Jones. Because new fans are discovering Peppa all the time, Redan works extremely hard to keep the magazines relevant; while a continuous stream of new and refreshed artwork from eOne helps the dedicated editorial team produce more than 150 pages of content each month. “With such an exciting and busy brand there is always something going on,” said Julie, “from new characters and countries to charity tie-ins, theatre tours and seasonal opportunities.” For 2019, special themed publications will be launching across both Peppa Pig titles to mark the anniversary celebrations, linking in with both the cinema experience and the new stage show, launching in October.
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Redan Publishing Congratulates Peppa on
1 5 Years of
Muddy Puddles!
AWARD-WINNING
CHILDREN’S MAGAZINES 28-29_Peppa Pig 2019.indd 1
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No.1
Peppa Pig Bag O’ Fun 85,455* copies sold 4 weekly
No.2
Fun To Learn Peppa Pig 66,314* copies sold fortnightly
Children’s Magazine
Pre-school Magazine
Over 1 million readers every month Publishing in UK, Australia, New Zealand, USA and Canada 25.3m Peppa Pig magazines sold since 2007 in the UK and Eire *ABC January-June 2018 (average net circulation)
www.redan.co.uk
Tel: +44 (0)1743 364433 | Email: info@redan.com 28-29_Peppa Pig 2019.indd 2
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10/01/2019 16:57
Peppa’s Busy World In today’s busy preschool market, Peppa Pig is a tried-and-tested property which taps into the everyday lives of preschoolers for all manner of licensees; from vitamins to fancy dress. Rachel Wyatt
Alex Bloom
Licensing Director, Kinnerton
Managing Director, Spearmark
“Over the ten years that we have been a Peppa Pig licensee she has become a truly valued and ABOVE: Kinnerton’s trusted property. Peppa Pig Easter Egg. eOne’s investment in the brand and support across npd, brand development and sales has ensured that Peppa has remained on retailers’ shelves as a must-stock licence within confectionery. That consistent commercial success shows that Peppa really is a sweet licence!”
“Peppa has always been among our top performing licences and she is as important to us now as she was when we first became a licensee 11 years ago. eOne’s management of the brand has enabled it to become a strong property that retailers quite rightly continue to have confidence in. I have no doubt that Peppa will continue to entertain audiences for years to come.”
“Peppa Pig has been a key licence for us for almost nine years now and we have seen her grow into a brand leader in the preschool licensing arena. The 10th anniversary year was very successful for us so we are excited about the range of innovative products we are launching to support the major milestone of Peppa’s 15th anniversary.” ABOVE: Kokomo’s Peppa Pig Bath Rain Cloud.
Mel Beer
Licensing Director EMEA, Amscan
BELOW: Amscan’s Peppa Pig AirWalker.
INSET: Spearmark.
Tim Rudd-Clark
Tim Kilby
“We first started working with Peppa Pig back in 2005 and it’s been a fantastic partnership over the years. Children’s faces really light up when they’re given our Peppa cards and thrown Peppa-themed parties! We have developed HAPPY a fantastic new range BIRTHDAY of Peppa product for 2019, which is getting a brilliant reaction from buyers. Peppa really is a stand-out brand within the preschool sector.”
“Peppa Pig has been at the top of our preschool portfolio for over ten years and is a must-have for all retailers we work with. The show’s characters and storylines exude wit and charm, are loved by young kids and enjoyable for adults. 2019 will be a great year for us across the UK, Germany and the USA and we look forward to the future!”
Owner, Jellyworks
LEFT: Jellyworks’ Peppa Pig’s First Aid Kit
Financial Director, Kokomo
“We’ve been a Peppa Pig licensee for over ten years. She has stayed right at the top of our bestsellers and is the only preschool property to show growth in 2018 (19%!). Her unisex appeal and humorous content make the show a joy for preschoolers and adults. Our foil balloon licence now includes the whole of EMEA and we’re delighted to be adding Peppa Pig dress-up to our portfolio for launch in 2019!”
StJohn Groom
“To be working with Peppa Pig and the wonderful eOne team is a privilege. The Peppa brand continues to be at the forefront of both the preschool market and our offering. Peppa is adored by kids and parents alike and we will continue to develop new ideas and products to support Peppa and wow her fans throughout 2019 and beyond!”
Bruce Co
Licensing Director, Gemma International
Peppa Pig and George By Gemma
RIGHT: Peppa Pig birthday card from Gemma International.
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Peppa’s Wide Appeal Thanks to her strong family focus and humorous approach, Peppa Pig is loved by both children and adults across the globe. This allows eOne and partners to broaden their consumer reach outside of the typical preschool ages, with My First Peppa appealing to the very youngest Peppa fan and bespoke designs being created especially for adult fashion and gifting ranges. Anthony Temple Managing Director, Rainbow Designs
“An evergreen and wholesome brand, Peppa is loved and trusted by parents globally, making her a natural fit in the baby toy market. She has an enduring appeal that parents and gift buyers are naturally drawn to. The family values that the property conveys make Peppa Pig instantly identifiable to all households with children of preschool age and younger. We are very excited to be bringing our brand new
RIGHT: The new collection of My First Peppa toys from Rainbow Designs has been created specially for little hands.
My First Peppa Nursery collection to the marketplace for 2019. The collection features baby soft tactile, colourful fabrics coupled with stimulating activities to entertain baby and make playtime even more fun and exciting – creating lots of snorts and giggles!” RIGHT: The Peppa and George babywear collection from Paul Dennicci has been popular in Morrisons throughout 2018.
Patrick Bailey
Chief Operating Officer, Fashion UK
“Peppa Pig is a unique brand and is the most successful preschool brand I have been privileged to be involved with. The focus of our brand extension work with Peppa is about keeping the fashion relatable and fun! Daddy Pig and Mummy Pig adult apparel, nightwear and underwear, have all become extremely important for the various seasonal family gifting opportunities throughout the year.” LEFT: New Daddy Pig pyjama designs will be coming through from Fashion UK.
Leanne Gill
Publisher, Ladybird Licensing
“ We’ve been publishing Peppa since the beginning and have created hundreds of books in that time, from stories to sticker books and annuals to educational titles. Brand extensions such as adult gift books are increasingly popular. Mother’s Day and Father’s Day are big moments for Peppa and our new sparkly picture books, I Love You, Mummy Pig! and I Love You, Daddy Pig! make the perfect gifts to share with little ones and grown-ups alike.” ABOVE: I love you, Mummy Pig, was one of the bestselling books in 2018.
Tania Bines
Sales and Merchandise Director, Paul Dennicci
“As a babywear specialist we have been working alongside eOne on Peppa Pig for over a year now and the interest we have in the My First Peppa licence has already been far beyond our expectations! We have had a huge response from all our retailers, especially Nutmeg, whose customer base really engage with the fresh baby programme. The newborn clothing that we are supplying to a number of high street retailers is bright, fun and includes lots of storytelling that offers an adventure. Peppa Pig is a great fun character who is loved by everyone and it’s great that the whole family can get involved. We hope to carry on this success in 2019 and beyond!”
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Talking Shop Peppa Pig continues to dominate the shelves at retail. Close collaboration with both retailers and licensees ensures that new product lines are supported by bespoke promotional retail activity which helps Peppa stand out in an extremely competitive market. A selection of key retailers explain why Peppa Pig continues to hit the spot at retail. Rebecca Naish
Head of Marketing and Licensing, The Entertainer
“Peppa Pig is a strong brand among the current slate of preschool characters available, and they seem to be few and far between in this category. But Peppa Pig has stood the test of time and continues to deliver really strong sales for us. Parents continue to buy into the well-loved, respected and trusted world of Peppa. Together with eOne we have delivered some great campaigns over the last 15 years. One of the highlights of our relationship was in 2017 when we were able to work together on a charitable partnership for Baby Lifeline and the Monitoring for Mums Appeal. There were lots of activities, competitions and fundraising which culminated in a Peppa Pig Party being held in all our stores, which were really successful and great fun.”
BELOW: In-store fun at one of The Entertainer’s Peppa Pig Parties, held for the Monitoring for Mums Appeal.
Sinead Byrne
Joint Head of Marketing, Smyths Toys
“Peppa Pig is a trusted brand at Smyths Toys and is one of our top performing preschool properties. The brand continues to work so well for us for a number of reasons; eOne continues to put out strong content on an ongoing basis but this is also complimented by a strong product range which is refreshed and reinvented each year. Peppa’s fun and sometimes cheeky nature appeals to parents and kids alike and that’s part of the reason that she has stood the test of time so well. Preschool properties have come and gone over the last decade and a half, but Peppa Pig always remains a key focus for us and our customers. Her enduring appeal and ability to attract attention means that Peppa has always been a key feature in our brand advertising campaigns (one year she arrived at a Smyths Toys store in a limousine!) and on the front page of our catalogue.” RIGHT: Exclusive products like the Grandad Dog Recovery Set play an important part in Peppa Pig’s success at Smyths Toys
Paul Reader
Product Selection Manager, Toymaster
“The Toymaster buying group and our members have been associated with Peppa Pig from the very beginning. The first time she appeared on shelves she was an instant hit with preschoolers and
she has remained pretty constant ever since. Peppa has established herself as an enduring brand within Toymaster and is a brand that we are proud to have given ‘Destination Store’ status within the group. She is one of the first preschool brands that we focus
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BELOW: Peppa Pig is a key focus in the Toymaster preschool window display.
Andrea Gornall
Very.co.uk
“Over the last 15 years Peppa Pig has been a very reliable family-based brand that our customers simply love. Even more impressive is the fact that the brand still continues to grow and today it’s still our second biggest preschool licence. In 2018 we have seen double digit growth and there are not many brands that can still say that after being around for 15 years! any of our ranging and marketing activities on and our members are always keen to stock a good range of Peppa merchandise throughout the various categories, from a number of different toy suppliers. We are especially proud of our long-standing partnership with Character Options, Peppa Pig’s master toy partner, and the support they have given Toymaster members to ensure that we are able to maximise our opportunities with the brand. We wish Peppa and all her friends a very happy 15th anniversary and we very much hope to see her around to celebrate her 30th anniversary!”
BELOW: Peppa Pig took over the landing page for Very.com’s Baby Toys & Games category in the run-up to Christmas 2018.
We have a vast range of Peppa Pig merchandise available across toys, gifts, home, apparel and books and this has been supported by an extremely reliable supplier base, particularly Character Option, and an exciting marketing campaign supported by eOne, which helps bring Peppa to life online and enables our customer to easily find what they want across all categories. We’re very excited about the recent launch of the new Secret Surprise as Peppa ventures into the collectable market and it’s already doing well. Moving into 2019 we are looking forward to all the anniversary celebrations and product innovation, and with lots of exciting activity with eOne also in the pipeline we expect Peppa’s strong performance to continue.”
Karen Hewitt Co-founder, Character.com
BELOW: The stylish collection of Peppa Pig product is constantly updated at Character.com.
“Character.com has enjoyed a long relationship with Peppa Pig, dating back to our earliest days. As we have grown as a company, we have been able to offer an even wider variety of Peppa Pig products for the whole family and these have gone on to become some of our most popular ranges. The successful partnership has allowed us to give customers and fans the opportunity to win some incredible Peppa Pig prizes over the years alongside Character.com goodies. We’re excited to be celebrating 15 years of Peppa in 2019 with an even bigger range of products and promotions, which we are sure every fan will love!”
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Bringing Peppa To Life Meeting your heroes face-to-face is an exciting thing for anyone, but for preschoolers it can be truly magical. Katie Rollings, eOne’s SVP UK Licensing, explains more about how Peppa will be reinforcing her importance in the experiential space with a number of brand new live events and exciting interactive activities.
M
aking memories is more than just a hashtag for the dedicated experiential team at eOne. Based in London, they are entirely focused on creating incredible live experiences that capture and enhance the spirit of the brand for Peppa’s global audiences. “We are incredibly proud of our growing live events offering,” said Katie. “It gives us a chance to bring the brand to life for our fans and supports our ethos of creating everlasting childhood memories.”
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Look out for Peppa Pig: My First Concert! Brand new for 2019
BELOW: Peppa Pig World allows preschoolers to enjoy the full Peppa Pig experience.
Meet And Greet
From festivals to shopping centres, life-sized costume characters offer an easily accessible way for fans to meet Peppa Pig and always bring in a large crowd. Character experts Rainbow Productions carefully manages all of Peppa’s appearances to make sure eOne is able to offer the best experience possible.
Peppa Pig has an extremely broad experiential portfolio which allows families from all over the country to experience Peppa in all her glory; from the touring stage show to the fabulous festival circuit. Peppa Pig World has been based in Paultons Park in Southampton for the last seven years and remains extremely popular, with over one million visitors a year making their way to the immersive theme park experience. “Peppa Pig World is as loved by families today as when it first opened in 2011,” explained Katie. “It is so important for the Peppa brand to have a dedicated space which fans can return to time and again, never tiring of the magical experience.” Paultons will also be joining in with Peppa Pig’s 15th anniversary celebrations by hosting a number of events throughout the year.
ABOVE: Move With Peppa inspires preschoolers to get moving.
On The Move
Move with Peppa is a bespoke physical activity programme for preschoolers, created in partnership with tumuv. Since it launched in January 2017, more than 6,500 children have taken part in the hugely successful fitness initiative at 70 local venues and 60 nurseries across the UK.
Similarly successful is the Peppa Pig Live! stage show, which has been running since 2009 and has been seen by 1.5 million people since. The live show – created by FieryLight – is regularly reinvented in order to engage fans both new and old, with the sixth version due to begin in October 2019. Keeping the live shows fresh helps encourage return visits,” explained Katie, “and allows us to ensure that the shows support the wider brand and licensing strategy.”
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Peppa Gives Back eOne takes Peppa’s approach to supporting partnerships extremely seriously, working with three key partners – Save the Children, Tommy’s and BookTrust – to give something back.
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harity partnerships are an important part of Peppa Pig’s brand strategy and values and are a great way to teach preschoolers about the importance of giving back to the community and the idea of fundraising from a very early age. Each charity aligns strongly to Peppa’s core brand values and will be making the most of Peppa’s anniversary celebrations to ensure their fundraising activities for 2019 are bigger and better than ever. Global children’s charity Save the Children will be celebrating its 100th year in 2019, and there are big plans in place for the next Muddy Puddle Walk. A hugely successful fundraising activity, the event was embraced by over 10,000 nurseries and families across the UK in 2018. Now in its third year, there are a number of flagship events in the pipeline to celebrate Peppa’s 15th anniversary. The Entertainer will be sponsoring the 2019 Muddy Puddle Walk, with proceeds from an exclusive bag for life going to Save the Children. In-store activities will drive awareness for the event, as will additional PR and marketing exposure. eOne will also be
working closely with key licensees to produce a range of bespoke Muddy Puddle Walk product, with a percentage of sales going directly to Save the Children. Peppa Pig is also brand ambassador for Save the Children’s Christmas Jumper Day campaign which encourages people to wear their Christmas jumpers in return for a donation to charity. As part of this activity, licensees including Ravensburger, Penwizard, Fashion UK and Peppa Pig World have all created bespoke Peppa product, with donations to Save the Children ranging from 10% to 30% of proceeds. The Tommy’s partnership is equally important and has been running since 2013,
ABOVE MIDDLE: Save the Children’s Muddy Puddle Walk is a great way to start children fundraising. BELOW: Peppa has supported Tommy’s Splashathon since 2006.
“We are so proud of our partnership with Peppa Pig. Over the past two years our Muddy Puddle Walk campaign has raised almost £500,000 and we have some very exciting plans for 2019.” Hannah Sanders, Save the Children
with the Danceathon and Splashathon events occurring on a bi-annual basis. The Peppa Pig Danceathon is held in partnership with the Babyballet franchise – and 4,671 classes took part in Peppa-themed dance classes in October 2018, raising £429,584. Peppa Pig’s Splashathon is held in partnership with Waterbabies. Over 50 preschool swimming schools will be hosting Peppa-themed splash challenges, with around 42,000 little swimmers taking part and raising money. The last Splashathon took place in 2017 and raised an incredible £1,167,926! Following the success of the Bath Book Bed campaign which has been running for the past two years, Peppa Pig will continue to support Book Trust in 2019, encouraging reading as a good bedtime routine for pre-schoolers across the UK. “Tommy’s are extremely proud to have partnered with Peppa Pig for the past 12 years; with Peppa helping to raise a whopping £4,543,839 for Tommy’s in that time. This has helped to fund our research into miscarriage, stillbirth and premature birth. We are truly grateful to Peppa and everyone at eOne for the incredible support they have given Tommy’s over the years. Tara Hamdi, Tommy’s
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A Truly Global Brand With hundreds of dedicated licensees, partners and projects around the world, there is no doubt that Peppa Pig is a truly global brand.
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ith over 450 licensees across EMEA and 195 across Latin America, it’s not surprising that international business is a core part of Peppa Pig’s success story. A top five show across France, Spain, Italy, Germany and Russia, Peppa shows in prime time broadcast slots across these key territories, while retail sales continue to grow across all key markets and where new content will start rolling out in 2019. In Spain, where Peppa first launched in 2011 and now airs daily on Clan, the new episodes will be coupled with new product launches from Bandai, ECI, Random House and the first Peppa Pig robot from Adele. The Italian and German markets will also be important for the brand throughout 2019, with new broadcast partners, key BELOW: Peppa Pig Playground pop-up in a South American mall.
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A Peppa in Paris cinema workshop in 2018 attracted an audience of 28 million children across France!
toy launches and a permanent presence in Germany’s Heide Park and Italy’s Gardaland, keeping things fresh. Peppa Pig also has a very strong digital presence right across EMEA, with over 165,000 followers on Facebook and 1.9 billion views (3.1 million subscribers) on YouTube. The focus on digital platforms is strong in Latin America too, where Peppa Pig continues to be extremely popular. A refreshed toy line is being introduced in 2019, supporting a number of high-profile, bespoke retail campaigns which will be taking place with the main retail partners across the territory. Peppa’s Live Show will also continue to tour across the region and Peppa will have a strong presence at local festivals, offering special activities for young children and their families throughout the year. It’s a similarly successful story in Japan, where Peppa first aired on TV Tokyo in October 2017. The show has quickly become a ratings hit on Disney Japan, Hulu
Japan and Netflix and eOne is building on its growing fanbase by releasing 26 new episodes into the territory for 2019. The consumer products programme launched in March 2018 and now boasts 33 licensing partners, with more exciting retail partnerships planned in 2019. A renewed focus on other key territories around the world means there’s no stopping Peppa’s appeal as eOne continues to build on this global activity in 2019 and beyond.
Peppa Says No To Piracy
Global piracy can be a big problem for many preschool brands and as a high-profile property, Peppa Pig is a prime target for such activity. Taking a proactive stance against the problem, eOne has significantly reduced the sale of counterfeit merchandise and unlicensed events around the world. In 2018 alone, over 1.14 million counterfeit products were seized globally, 170,000 e-commerce listings removed, 4,000 websites taken down and 27,000 social media links cleared. More than 300 apps were also removed.
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Year Of The Pig According to the Chinese zodiac, 2019 is the Year of the Pig – so it’s the perfect time for eOne to focus its attention on China, where Peppa Pig’s popularity continues to grow at a remarkable rate. The next 12 months will see some truly groundbreaking activity taking place across the region, as she marks the Year of the Pig in her own special way.
T
he biggest consumer market in the world, China has embraced Peppa Pig as if she were one of its own. Officially introduced by state broadcaster CCTV in June 2015, over 100 translated episodes have now aired on the dedicated children’s channel, clocking up over 50 billion lifetime views since then. Audience traction across both broadcast and video-ondemand platforms remains strong and in just a few short years,
Family Film
“Peppa Celebrates Chinese New Year is an important opportunity to promote cultural exchange between China and the West. We are excited to share China’s traditions and culture with the rest of the world with a new fun-filled storyline featuring a character as popular as Peppa. The Peppa Pig series emphasises the importance of family values which is something that will deeply resonate with Chinese audiences. We hope this family film will pave the way for further development of films for young audiences in China.” Mark Wei Zhang, President of Alibaba Pictures
ABOVE: A poster for the Chinese theatrical release of Peppa Celebrates Chinese New Year.
Peppa Pig has captured the hearts of Chinese preschoolers. The Chinese market is a key driver for Peppa Pig’s current and future growth plans, with licensing revenues continuing to show impressive growth as consumer product ranges expand. Most significantly, Peppa will be making her big screen debut in Chinese cinemas in 2019. The full-length Peppa Pig feature
film is a co-production between eOne and Alibaba Pictures which has been carefully scheduled to coincide with the 2019 Year of the Pig. The film, ‘Peppa Celebrates Chinese New Year’, will launch in theatres in China for the first time on February 5, 2019 (the official date of Chinese New Year) and contains a mixture of both live action and brand new animated content. The film’s storyline was developed specifically for young families celebrating Chinese New Year and it incorporates many of its traditions, such as dragon dancing, dumpling wrapping and other traditional customs. The film will also introduce brand new characters, including the Panda twins. Limited-edition panda-themed merchandise will also be released exclusively through Ali Fish, Alibaba Pictures’ licensing and entertainment business. “There is a huge fan base for Peppa Pig in China, so we’re thrilled with the prospect of bringing the brand’s first ever theatrical release to cinemas in the
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region in early 2019,” said eOne’s Olivier Dumont. “We’ve worked closely with Alibaba Pictures to create content and cinema-themed merchandise with special cultural significance that will resonate with Chinese audiences. We look forward to delighting Chinese families with an unforgettable cinema experience when the film opens.” eOne has also appointed Alpha Group as Peppa’s master toy partner in the region, with a line of playsets, figurines and roleplay SKUs inspired by the film and already available at retail. Complementing the cinema release will be Peppa Pig’s World of Play’s second opening in the region, the first of which launched in Shanghai’s LCM Mall in October 2018. Created and managed by Merlin Entertainments, the unique standalone indoor attraction is designed to take children on an interactive journey through Peppa’s world, where they can explore, interact and engage with the themes, sounds and characters from the show. The immersive play environment is packed full of family-inclusive activities and features ten different play areas, each inspired by recognisable locations from the TV series and featuring the very latest in visual and sensory effect technology.
RIGHT: Tmall’s black cat mascot celebrated its partnership with Peppa Pig at Peppa Pig World in the UK.
ABOVE: The Shanghai LCM World of Play venue opened its doors in October 2018.
“Peppa Pig is loved by children and families across the world and we are thrilled that our partnership with Merlin will create the ultimate, fully-immersive Peppa Pig indoor play experience for her many fans,” said Andrew Carley. “The partnership with Merlin underlines our own long-term strategy of building enduring global success for Peppa Pig and these attractions will play an integral role in making it a favourite preschool property for many years to come.” A new retail partnership has also been announced between eOne and Alibaba’s e-commerce platform Tmall. Peppa Pig has been chosen as Tmall’s first ‘Super Brand Day’ promotion of 2019, and will receive top placement on the Tmall homepage. The dedicated promotion will also include additional targeted marketing campaigns such as exclusive product offerings and special discounts, all designed to drive sales for the brand in the lead-up to the Chinese New Year celebrations.
“We’re delighted to be extending our partnership with Alibaba by working with Tmall on this hugely exciting commercial opportunity,” said eOne’s Ami Dieckman, SVP Global Licensing, Family & Brands. “As one of the largest B2C e-commerce platforms in China, Tmall is a powerful part of our retail offering and we’re honoured that Peppa Pig has been selected for its Super Brand Day. We look forward to working with Tmall to lay the foundations for brand longevity in this market.” With the Chinese New Year rapidly approaching, celebrations are already underway and even more inspiring activities and projects will be taking place as Peppa marks Year of the Pig in her own, inimitable way.
Peppa’s Play Time
“Peppa Pig is an exceptionally strong brand, recognised and loved by families around the world, and the global preschool market for location-based entertainment represents a great opportunity for Merlin. World of Play’s flexible design means we are excited about the rollout potential of these attractions, with an initial focus on China and the US.” Mark Fisher, Chief Development Officer at Merlin Entertainments
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Peppa’s Passport
Peppa’s unique appeal means that her runaway success can be replicated across a number of very different territories. The US and Australian markets are just two of these success stories, with targeted Peppa activity continuing to support the brand everywhere from Sydney to Seattle. LEFT: 6th Annual Mess Fest in Carmel, New York RIGHT: Peppa Pig: Festival of Fun UK & AUS cinema release.
“The range looks fantastic and we are excited to see it come to life on shelf.” New product across other categories – from apparel and books to DVDs, bedding, arts and crafts and more – will also tie in with the theme, all supported by a complete 360 marketing campaign. One of the most exciting US initiatives next year will be the launch of Peppa Pig World of Play,
Peppa Goes Stateside
Peppa Pig first aired across America on Nick Jr. in February 2011 and was a success story from the very beginning, with the first Peppa product launching in the US just over a year later. “Surprisingly, we did not need to change much,” said Joan Grasso, eOne’s SVP Licensing - North America. “Kids and their parents love the show in its original form.” These days, Peppa Pig is the top-rated show on Nick Jr. where she can be seen on a daily basis. Series 8 will be launching in 2019 alongside plenty of other activity, from live events to new product. “We are excited about this year’s new Jazwares toy line which will introduce a line of figures, vehicles and playsets that focus on the Family Celebrations theme,” Joan continued.
BELOW: Peppa meeting with Australian fans.
FU N FA CT:
The Muddy Puddles Project, Peppa’s official US charity partner, raised over $100,000 at the annual Mess Fest event, held in August 2018.
opening in Dallas in early 2019, shortly followed by another in Michigan.
Peppa’s Adventures Down Under
Australia’s favourite preschool brand will be celebrating 15 years since the first Peppa Pig television broadcast in Australia, on ABC KIDS in 2004. The year-long celebrations will include a number of brand activities, most notably the national cinema release of Peppa Pig: Festival of Fun on 2 May 2019 across Australia and New Zealand. Brand new episodes of Peppa Pig (series 8) will also be launching on ABC KIDS in early 2019 and will continue to be broadcast through to 2023. New licensing deals for 2019 include health and beauty products (Polished Brands), personal care (Bubba Blu), candy dispensers (Pez), limited edition ‘Year of the Pig’ stamps (Australia Post) and ‘Muddy Puddle’ door mats (Impact Posters).
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Team Talk KATIE ROLLINGS
SVP, Licensing - UK I’m most like: Mummy Pig because I try hard to keep everything together and running smoothly (at home and at work!).
ZOE KNIGHT-SMITH
Director, Licensing – UK (soft lines) I’m most like: Zoe Zebra because how could I not pick zoe as we share a name?
EMMA RUSSELL
Manager, Licensing – UK (hard lines) I’m most like: Grandad Dog because he’s always happy to help out and lend a helping hand when anyone needs him.
JOSEPHINE ORGUNDERO Licensing Coordinator I’m most like: Peggi Panda because I’m new and excited to make friends with the team.
AMY GRIGGS
Director, Product Development – UK
I’m most like: Suzy Sheep because I like looking after people and when I was younger I wanted to be a nurse.
TONIA THORNE
Manager, Product Development (hard lines) I’m most like: Greta Gazelle because the gazelles are musicians and happy. Just like me!
CHRISTINE ROBERTS
Senior Director, Licensing – UK (hard lines) I’m most like: Gerald Giraffe because I’m taller than all my friends.
JADE KELLMAN
Director, (maternity cover) Licensing – UK (soft lines) I’m most like: Madame Poodle because we both have curly hair.
ZAHARA GUL
Manager, Licensing – UK (soft lines) I’m most like: Danny Dog because he’s outgoing and loves to play!
CHRIS BARNETT
Manager, Retail – UK I’m most like: Pedro Pony because I can be clumsy but can also talk for hours on subjects that interest me!
JESSICA TSE
Senior Manager, Product Development (hard lines) I’m most like: Daddy Pig because I’m caring and always up for new challenges whether it be skating or surfing!
KELLY GOSS
Manager, Product Development (soft lines) I’m most like: Rebecca Rabbit as her Dad has a Welsh accent like mine.
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Peppa’s Fan Club
BELOW: Saturday’s singer and television presenter Rochelle Humes also paid a visit to the family-focused theme park with her husband, JLS singer Marvin Humes.
Celebrities and their children are not immune to Peppa Pig’s appeal, with everyone from Victoria Beckham to Robbie Williams and Jimmy Fallon namechecking the show on their personal Instagram feeds.
“He doesn’t really like my music, so it has to be Twinkle Twinkle, Row Your Boat or the theme tune to Peppa Pig” ure of Peppa Pig ABOVE: Harper’s pict likes on Victoria received over 160,000 Instagram account. Beckham’s personal
ABOVE: Robbie Williams’s wife Ayda Field is clearly proud of his Peppa-themed jumper!
“I love Pe Muddy Pudpp a P ig big fan of Pedles! I’m a pp a P ig !” Jim my Fallon, The Tonigh presenter, t Show
ABOVE: Peppa Pig gets everywhere – even in Serena Williams’ kit bag!
“We just watch d Pepp a Pig over an n!” over and over agai awardHugh Grant, BAFTAor winning act
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Star Turn
Celebrities have also lined up to add their voices to the world of Peppa Pig, with leading comedy and entertainment names such as Jo Brand (Mrs. Crocodile), Alexander Armstrong (Captain Dog), David Mitchell (Police Officer Panda) and Andy Hamilton (Mr Elephant) all lending their vocal talents to the show.
Multi award-winning singer songwriter, Adele, on singing for her son.
Peppa’s Red Carpet
There may not be a red carpet, but celebrities love spending time at Peppa Pig World! Presenter Holly Willoughby, comedian Michael McIntyre and television and radio presenter Jason Manford all used social media to make the most of their visits to the much-loved attraction.
RIGHT: David Mitchell lent his voice to Police Officer Panda.
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S in g & Da n c e 10 B r a n d N e w w it h p e p pa E p is o d e s an hour of fun In Cinemas April 2019 Peppa Pig is created by Neville Astley and Mark Baker. Peppa Pig © Astley Baker Davies Ltd/Entertainment One UK Ltd 2003
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