Entertainment One (eOne) Licensing has beefed up the L&M program for its hit preschool IP Peppa Pig in the US with seven new partners.

New product ranges encompassing home décor and apparel will launch at major mass-market retailers including Toys ‘R’ Us, Walmart and Target this fall as part of the IP’s ongoing US consumer products rollout.

Joining the home décor program are: Baby Boom, a division of The Betesh Group (toddler bedding, blankets, pillows, nap mats, travel and hooded towels, washcloths and soft bath accessories); Idea Nuova (furniture, lighting, soft storage chests, rugs, hampers, wall hangings and hooks, inflatable beds and bed tents); Spin Master (marshmallow foam furniture, including chairs); and The Bridge Direct (Inkoos Color n’ Create draw, wash and redo activity plush).

In apparel, Handcraft will launch packaged and hanging children’s underwear in sets and separates, while Esquire Footwear offers children’s boots, athletic shoes, sandals, slippers, shoelaces and accessories.

And eOne has appointed Oasis Productions as its new costume character partner.

Peppa Pig currently boasts more than 700 licensees worldwide in 50+ countries, and the brand is expected to surpass US$1 billion in worldwide retail sales this year.

This latest bit of deal-making news follows the announcement of a US live stage show tour for Peppa, produced by eOne with Red Light Management and Fiery Light.