eOne announces expansion of “Peppa Pig” into Russia with a major licensing program slated for 2013.
London, UK --
Entertainment OneFamily has increased the international footprint of its successful pre-school property, Peppa Pig. As the hit animated show begins airing daily on Russia’s No. 1 dedicated children’s TV channel, Karusel, eOne is laying the foundations for a mass retail rollout in Russia this year.
Master Russian licensing partner Rosman Press will be introducing a wide range of licensed merchandise to the market later this year. Beginning this Spring, toys and publishing will hit retail, while a standalone magazine, arts and crafts and secondary categories will follow this Autumn.
Comprehensive advertising campaigns and innovative digital marketing initiatives are also planned for launch, including TV advertising, which will run from August through December and a localised web presence to enhance consumer awareness. Discussions are currently underway with local agent INK for licensing agreements in additional categories.
“When you have a strong international brand like Peppa, it’s about finding the right broadcast home and licensing partner in each new territory. Karusel and Rosman are just that and we’re delighted to collaborate with them”, comments Ami Dieckman, Licensing Manager, International at Entertainment One. “As one of the world’s fastest emerging markets for licensed merchandise, there is huge multi-platform potential for Peppa Pig. in Russia!”
Anna Brilliantova, Rights Director at Rosman Press comments, “Peppa Pig has enormous appeal for consumers in Russia and we have every confidence that licensed merchandise will be a big hit with children here. We’re proud to be bringing the brand to the Russian market and look forward to a successful partnership with eOne.”
Peppa’s expansion into Russia builds on the brand’s incredible success in homes across the globe. The award-winning animated TV show has become a ratings hit in numerous international territories and over the past 12 months the licensor has launched robust L&M programs for the property across the USA, Spain and Australia.
In addition to Russia, Peppa Pig. merchandise is set to launch in Italy, Benelux, Canada and the Nordics later this year.
Source: Entertainment One Family
