Peppa Pig is poised to get even bigger in China, thanks to a new retail partnership between Entertainment One (eOne) and Alibaba’s e-commerce platform Tmall. The porky preschool property will be featured in Tmall’s Super Brand Day promotion on January 8, with prime placement on the site’s homepage, exclusive product offerings and special discounts all designed to drive sales for the brand in the lead-up to Chinese New Year, which is celebrating the Year of the Pig in 2019.

This agreement comes on the heels of eOne and Alibaba Pictures announcing plans to co-produce a new Peppa Celebrates Chinese New Year feature film that will premiere in February and mark the character’s first big-screen appearance in Chinese cinemas.

eOne also recently appointed Alpha Group as Peppa’s master toy partner in the region, with a line of playsets, figurines and roleplay SKUs launching in Chinese retailers at the end of this year. And a first Peppa Pig attraction will open soon in Shanghai through a partnership between eOne and Merlin Entertainments.