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Consumer Products

Peppa heads to China with new broadcast, CP deals

Entertainment One Licensing (eOne) has secured a coveted broadcast berth on pubcaster CCTV, along with Chinese master toy and publishing deals, for Peppa.
June 16, 2015

With a licensing program in over 50 countries and an expected US$1 billion+ in worldwide retail sales in 2015, Entertainment One’s preschool property Peppa Pig is gearing up to launch in China.

Entertainment One Licensing (eOne) has secured new broadcast, master toy and publishing deals for the brand in the region, as well as a new licensing agent.

National broadcaster China Central Television (CCTV) has picked up the broadcast rights for Peppa Pig, and will debut the animated series on its children’s channel CCTV 14 Kids on June 23.

Peppa content will also launch on other VOD platforms, with eOne and CCTV collaborating to create dedicated digital content for the Chinese market. This will include an official Peppa Pig website and promotions running on CCTV’s online platforms to support the show’s Chinese debut.

On the consumer products side, eOne Licensing has tapped PPW as its licensing agent for the brand in China. The agent has already brought aboard master toy licensee King Bee and publishing licensee Penguin China. Their products are slated to roll out at retail in the country starting next month.

Peppa Pig’s licensing program continues to grow and currently has more than 700 licensees. The TV series airs in 180 countries, in 40 languages. Just last week, eOne Licensing bolstered the property’s L&M program, adding seven new licensees for Peppa in the US.

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