Record-breaking year for Peppa Pig
Entertainment One (eOne) is celebrating another landmark year for Peppa Pig. The brand grossed over £200 million in UK merchandise sales in 2010, far exceeding the 2009 figure of £100 million. Additionally, for the first time in the brand’s history, NPD figures for the year reveal that Peppa Pig was the number one pre-school property in the total toy market for 2010 - moving up four places from its previous position in 2009.
Now in its seventh year, new licensees continue to join the Peppa Pig licensing programme, which currently has 63 licensees on board. Existing licensees are also demonstrating their confidence in the longevity of the brand by renewing deals and expanding ranges. However, eOne has yet to exploit all product categories in the UK and is now focussed on growth areas such as FMCG, promotions, digital, music, and boy specific merchandise to ensure the long-term development of the brand.
The consistent success of the brand at retail puts Peppa Pig in an incredibly strong position and eOne’s plans for international expansion are well underway with recent news of Nick Jr’s dedicated broadcast slot in the US.
Andrew Carley, head of licensing at Entertainment One commented: “Peppa Pig reaching the number one spot for total pre-school toy sales is a key milestone for the brand and the £200 million retail sales figure significantly exceeded everyone’s expectations. The ongoing strength of the UK market and our plans for international expansion, notably the USA, make 2011 and beyond a hugely exciting prospect for everyone involved with Peppa.”