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.