Entertainment One strengthens the global push for its Peppa Pig property.
Peppa Pig, a lovable 4-year-old piglet marketed for the preschool set, is big business for Entertainment One. The brand, which is maturing in the U.K., picked up steam around the globe in 2012, expanding to major territories including the U.S., Australia, Spain, Russia and Benelux. In 2013, the strategy calls for continued growth and expansion, establishing Peppa firmly overseas.
According to eOne, the international programs for Peppa are following the U.K. licensing model, allowing for regional specificities.
"We have followed the U.K. licensing model in terms of carefully managed growth, however the U.K. program is significantly more mature, so internationally we are not as trend led," says Ami Dieckman, licensing manager, international, eOne. "We strongly believe that it's important to have complete coordination across all aspects of the business–broadcast, home entertainment, merchandising and brand localization."
"Peppa Pig" currently airs on Nick Jr. in the U.S., ABC in Australia, national broadcaster RTVE and Disney in Spain, Karusel in Russia and Nickelodeon in Benelux. In 2014, eOne will take the series into Asia and Latin America, with accompanying merchandise programs, in 2014.
Joan Grasso, vice president, North America, eOne
Of the international launches last year, Spain and Australia have shown tremendous promise, says Dieckman, as product rolled out late last year.
"Spain has gotten off to a phenomenal start, finding a home on leading broadcaster RTVE (CLAN), where it is rated a No. 1 show after one month of airing," says Dieckman. "This popularity has translated into strong sell-through for merchandise. Australia will also see rapid growth this year, with promotional fast moving consumer goods categories in discussion. Smaller territories such as Benelux are also gathering momentum with several licensees signed in a relatively short space of time."
Spain, which Dieckman calls eOne's "fastest growing territory in Europe," has key category licensees on board including Bandai, Educa, Famosa and Simba/Smoby. The success of Spain's program is particularly impressive considering the country's down economy. In 2011, the year the series launched in Spain, the country was facing exorbitantly high unemployment rates–nearly one in every four citizens was unemployed.
Ami Dieckman, licensing manager, international, eOne
"Spain and Greece are great examples of how eOne has overcome a challenging retail climate, and the brand's success in these markets is a testament to the strength of the animated TV show, which has huge universal appeal," says Dieckman.
eOne has increased the consumer product program in Australia significantly in the past six months, capitalizing on the show's popularity and organic regional growth. ABC Shops & Centres is leading the licensee push in Australia, with Big Balloon, Wildcard, Courier Luggage, Sportscards, Vimwood and Tree Toys also supporting the program with ranges. Publisher Penguin is also in the Peppa Pig stable, as is Hopscotch-Fox Entertainment for direct-to-video entertainment. Retailers Target, Big W, Toys 'R' Us, Myer and Toyworld are all carrying merchandise.