Peppa Pig licensor E1 Entertainment has announced that the brand grossed more than US$150 million at retail in the UK, excluding DVD, in the last fiscal year making it the number one preschool property for girls, and number four overall in the UK in 2009.

Peppa Pig toy sales increased by more than 30% in the last year, with holiday sales of Princess Peppa’s Palace contributing a large boost to numbers. The UK licensing programme, incubated under E1, continues to grow with 55 licensing partners currently on board, with products including DVDs, books from publishing partner LadyBird books, a stage show and video games.

The brand is co-owned by E1 and the show’s creators Astley Baker Davies. The show is produced by Phil Davies, of Astley Baker Davies, and airs in 180 countries worldwide.