Peppa Pig Expands in LatAm

Entertainment One’s Peppa Pig is continuing to line up partners around the world as it launches a range of merchandise for Latin America.

In publishing, Santillana will produce a series of preschool books for Chile, Argentina, Uruguay, Paraguay, Peru, Bolivia, Colombia, Ecuador and Venezuela beginning in December; while Moderna and IBC will publish Peppa Pig books and magazines in Brazil.

Toy partner Estrela will be supported with a strong licensing program including a direct-to-retail deal with Lojas Renner for apparel set to launch in February, with party supplies, greetings cards, puzzles and games and personal care products to follow throughout the year.

In Chile, Intek’s new toy line will hit retail next month; Italtoys will launch backpacks, stationery and arts and crafts beginning in March 2014; and Titanio is on board for watches and lunchware timed to hit shelves in May. In addition, retailer Paris (Cencosud Group) will launch a DTR apparel program.

Toy partner Continente and homewares licensee Stor will produce licensed merchandise for Colombia and Central America with games and puzzles, party items, lunchware, accessories and back-to-school supplies also launching in 2014 across the region.

Peppa has secured a toy partner, Cafero, in Argentina, and in Peru the brand is gaining momentum as Arval is on board for apparel and Lasacorp International for back-to-school products.

In Mexico, eOne’s Peppa Pig licensing program is also growing, with Random House and Santiliana signed on for publishing partnerships to launch by end of year and in September 2014. Regional licensees IMC Toys, Play by Play and Fotorama will synchronize respective launches of toys, games, plush and backpacks to the publishing launches.

eOne’s regional agents, Exim and Televisa, oversee the Latin American licensing programs for Peppa Pig.

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