Peppa Pig leads the Way for Entertainment One
Peppa Pig, Holly’s Little Kingdom, Humf and Twilight will be leading the
way for Entertainment One (eOne) at this year's Brand Licensing Europe
(BLE).
In the midst of the most successful year in the history of its licensing
business, eOne returns to BLE with news of brand developments that will
continue to drive the business forward at home and internationally.
eOne intend to seek new licensing and promotional partners at the event
who will help to develop the international potential of its portfolio and
to build relations with new FMCG companies.
Peppa Pig reigns supreme as the star in eOne’s licensed portfolio. The brand exceeded £200 million in UK merchandise sales in 2010 alone, up £80 million on 2009. Peppa Pig World opened at Paultons Park in the New Forest in March 2011, the North American licensing drive for Peppa Pig officially launched with the announcement that Fisher-Price is on-board as the master toy licensee for the region and the European roll out has commenced with major territory announcements planned to coincide with the opening of BLE.
eOne’s newest brand, Humf is arguably the sleeping giant within its portfolio and will be at the forefront of its BLE offering as the licensor prepares for the retail launch of the first licensed products in Autumn. The core target of products is children aged 4 years old and under and just as they grew the Peppa Pig brand, eOne plans to steadily build the franchise based on meeting and exceeding consumer, retailer and licensee expectations at every level.. Partners now confirmed as part of the licensing programme include Aurora for plush, Igloo Books, P2 Games for Apps, Zak for melamine and lunchware and Cooneen and Misirli for nightwear.
Twilight retains its position as one of the most successful teen phenomena of recent years. The final instalment of The Twilight Saga: Breaking Dawn: Part 1 will be released in two parts across 2011 and 2012. Breaking Dawn: Part 1 opens theatrically in November 2011 and will drive renewed interest in the franchise that to date taken over £65 million at the UK Box office and sold over 6 million DVD’s.
Ben and Holly’s Little Kingdom has grown significantly since the last BLE show. eOne has commissioned a further 52 x 11 minute episodes bringing the total number to 104, the licensing programme now boasts 34 licensees and 16 new categories have launched for AW11 significantly strengthening the brands presence at retail. The licensor will be using BLE to sign up partners to Phase 3 of the licensing campaign and is looking specifically for licensees interested in taking the rights for part work publishing, toiletries, furniture, gaming, posters, stickers and FMCG and promotions.
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