PeppaPigPlush
Consumer Products

Peppa Pig enters US toy market with Fisher-Price

Mattel-owned Fisher-Price is helping to pilot Peppa Pig's US landing, coming on board as Entertainment One's new preschool toy partner for the brand.
May 31, 2011

Mattel-owned Fisher-Price is helping to pilot Peppa Pig’s US landing, coming on board as Entertainment One’s new preschool toy partner for the brand.

As the first licensing partner for Peppa Pig in the US, Fisher-Price will develop and manufacture a toy line based on the animated TV series, which began airing on Nick Jr in the US in February. The products are expected to hit retail by Christmas 2012.

The Fisher-Price partnership marks a first step in rights owner Entertainment One’s strategy to build a strong US licensing program for the brand that will emulate the success of the UK toy category, which brought home more than US$324.4 million last year. In fact, Peppa Pig ranked as the UK’s number-one preschool property in the total toy market for 2010 according to NPD data.

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at wgoldman@brunico.com.

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