In the wake of Peppa Pig’s linear debut on Japan’s TV Tokyo last fall, Entertainment One (eOne) is now gearing up to launch a full-scale consumer products program in the region.
Together with its Japanese master toy partner, Sega Toys, eOne will launch merchandise at an exclusive Peppa Pig Goes to London pop-up shop, which will run from March 28 to April 3 at Takashimaya, Shinjuku department store in Tokyo. The pop-up will feature 100-plus products from 23 licensing partners spanning toys, publishing, novelty, homewares, home entertainment and stationery. The pop-up itself will include décor and styling inspired by the Peppa Goes to London storybook.
To support the pop-up, the department store will hold an opening ceremony and host Peppa Pig screenings through April 10. (The screenings will include fan-favorite episodes as well as an exclusive original episode featuring cherry blossoms.) In addition, families can attend Peppa-themed English-language workshops for children.
Timed with the CP launch event, Japanese home entertainment distributor Nippon Columbia will launch the first Peppa Pig DVD, Muddy Puddles, on March 28. Branded playthings will then hit Toys “R” Us stores in Japan beginning in June.
Peppa Pig licensing programs have recently kicked off in India, Hong Kong, Korea, Singapore, Thailand, the Philippines, Taiwan, Vietnam, Mongolia and Mainland China. Earlier this month, eOne appointed Alpha Group as master toy partner for the preschool property in China, with a line featuring play sets, figurines and role-play items set to debut later this year.