eOne Fetes Peppa’s 10th

Entertainment One Licensing has lined up a slate of activities to celebrate the 10th anniversary of “Peppa Pig” in the U.K.

Paying homage to the title of the show’s first episode, all 10th anniversary activities and products will feature a Muddy Puddles theme.

Animation studio Astley Baker Davies is currently in production on a 15-minute anniversary broadcast special, the longest episode in the show’s history, which will premiere on Channel 5 Milkshake! and Nick Jr. in November.

“We’re incredibly excited to be bringing together partners across all sectors of the licensing program and supporting them with fresh content and a marketing strategy that will ensure we have an impactful and cohesive brand message for Peppa’s 10-year anniversary,” says Hannah Mungo, head of U.K. licensing, eOne. “The anniversary marks an important milestone in the brand’s evolution, and to reflect that we’ve put together a strong program of activity that will both generate excitement amongst Peppa’s huge U.K. fan base and also showcase a fantastic new product range right across the retail spectrum.”

Activities will launch this week to honor the anniversary of the show’s first-ever broadcast on May 31, 2004. Channel 5 Milkshake! is hosting Peppa’s Party Week this week with live on-air celebrations and competitions featuring a costume character in the studio every day.

On June 2 Nick Jr. will launch a month-long interactive Oinkestra campaign. The campaign will kick off with an original, live-action promo encouraging parents to submit videos online of their kids “oinking” to receive a downloadable Peppa activity pack. Dedicated promos will then be created from a selection of these “oink videos” set to the Peppa theme tune. The promo will air in the run-up to a celebratory Oink-a-thon of Peppa’s Top 20 episodes July 5 and 6.

New 10th anniversary product launches are planned across all categories and will be bolstered by a variety of retail events. Among the licensees are on board are:

  • Character Options, Inspiration Works, Meld, Ravensburger and Giromax for toys;
  • Penguin, Penwizard and Redan in publishing;
  • Blues, Cooneen, Misirli and Roy Lowe for apparel;
  • Rudolph Stein, Shreds, Spearmark, Trademark and William Lamb for accessories;
  • Portmeirion and Fine Décor for homewares;
  • Amscan and Gemma International for partyware;
  • Danilo and Anker for stationery and creative play;
  • Kinnerton and DTP Europe for FMCG; and
  • Kokomo and Ultimate Products for personal care.

Products have already started to hit shelves and will continue to roll out throughout the year across mass market, high street, independent and online retailers.

The product launches will be supported by a special 10th anniversary promotion: consumers will be encouraged to search for golden codes inside the special anniversary edition DVD, across selected websites, social media and live locations such as Peppa Pig World, the touring stage show, character costume visits and events, and via leafleting at retail. These codes will be redeemable for 5000 Peppa Pig prizes ranging from licensed product to a family break and stay at Peppa Pig World.

All the 10th anniversary activities will be promoted by a yearlong marketing and PR campaign that will include party activities at major shopping centers and family destinations across the U.K., a variety of promotional and experiential activity at retail, a refreshed official website, a social media initiative where fans pick their favorite muddy puddle episodes to form a compilation DVD released in July, a charity Splashathon with a major holiday tour operator, a themed event at new family festival Bounce in Richmond and a national PR campaign including celebrities and talent interviews with the creators and voice cast.

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