Entertainment One Secures New Broadcast and Licensing Agreements for Peppa Pig in Latin America

BRANDORA Editorial Staff - December 2013

Discovery Kids Acquires New Seasons of Hit Preschool Show

Wide range of merchandise including toys and games, publishing, apparel, accessories and back to school set to debut in Brazil, Chile, Peru, Colombia, Central America and Mexico

The international rollout of Peppa Pig continues to gather pace as Entertainment One (eOne) today unveiled a robust line up of partners poised to launch Peppa Pig merchandise across key Latin American markets from the end of 2013.

There has been a ground swell of popularity for Peppa Pig across Latin America since the show launched on Discovery Kids in 2013. A new agreement with the region’s leading Pay-TV provider will see seasons 3-6 of Peppa begin airing from 2014.

Andrew Carley Head of Global Licensing at Entertainment One said, “Demand for Peppa Pig licensed products has been building across Latin America since the show launched successfully on Discovery Kids last year. The number and calibre of our partners signed to date is a clear demonstration of the Peppa’s popularity in the region and the first wave of products due to hit retail are an excellent showcase for the brand.”

Both Exim and Televisa the licensing agents for Peppa Pig in Latin America, have been working closely with eOne to broker deals with a number of licensees in key categories. Publishing house Santillana will spearhead a multi regional publishing launch that will see a series of preschool books launch in Chile, Argentina, Uruguay, Paraguay, Peru, Bolivia, Colombia, Ecuador and Venezuela from December 2013.

Publishing partners Moderna and IBC will lead the charge in Brazil with Peppa books and magazines that will go on sale this month. Toy partner Estrela will be supported with a strong licensing program including a direct to retail deal with Lojas Renner S.A for apparel in February with party supplies, greetings cards, puzzles and games and personal care products to follow in 2014.

In Chile, Intek’s new toyline will hit retail from January 2014, Italtoys will launch backpacks, stationery and arts and crafts from March 2014 and Titanio is on board for watches and lunchware from May 2014. In addition, leading retailer Paris (Cencosud Group) will launch a direct to retail apparel programme.

Toy partner Continente and homewares licensee Stor will produce licensed merchandise for Colombia and Central American regions with games and puzzles, party, lunchware, accessories and back to school supplies also launching in 2014 across the region.

Peppa has secured a toy partner Cafero, in Argentina and in Peru the brand is gaining momentum as Arval is on board for apparel and Lasacorp International for back to school products.

The licensing programme for Peppa Pig is also taking shape in Mexico under Televisa’s guidance where both Random House and Santiliana are signed as the brand’s publishing partners. Books are launching from the end of 2013 and from September 2014 IMC Toys, Play by Play and Fotorama will synchronise the launch of toys and games, plush and backpacks.