Just over a year after launching on Chinese state broadcaster CCTV, Entertainment One is growing Peppa Pig‘s presence in the country, with the series launching on several VOD platforms.
The popular preschool program debuted on VOD platforms iQiYi, Youku and Tudou in October, and has since been viewed more than 5.4 billion times.
In May, Peppa also launched on VOD portals Tencent and LeEco and has garnered 1.7 billion views thus far. Another VOD platform, Mango TV, recently acquired the rights to the show and debuted the series this month in Mandarin.
In addition to its VOD launches, eOne introduced an official Peppa WeChat account in April. The mobile app provides followers activities and news updates about the brand. eOne also released Peppa’s Paintbox and Peppa’s Activity Maker apps on the App Store at the end of last year, which have since been downloaded in China 400,000 and 195,000 times respectively.
On the licensing front, a new series of Peppa books launched in retail stores in April, selling 75,000 copies in the country. Chinese online retailers Jing Dong and Tmall have also launched Peppa playsets, vehicles and plush toys on their shopping sites.
The Peppa Pig brand is a powerful revenue driver for eOne, generating US$1 billion in retail sales, according to the company’s financial 2015 report. The China expansion was planned as a key pillar of eOne’s 2016 strategy to continue bolstering Peppa’s growth.