Fisher-Price merchandising deal could tranform popular UK cartoon character into a $1bn brand
Move over Miss Piggy, there's a new sow in town. Britain's Peppa Pig is about to take the US by storm after a merchandising deal was announced yesterday with Fisher-Price that could see the franchise become a $1bn brand.
Peppa Pig started winning pre-schoolers' hearts in 2004 as the rosy-cheeked character who likes to jump in muddy puddles in a five-minute children's animation on Channel 5.
The creation of award-winning British animators Neville Astley and Mark Baker, Peppa Pig is now worth more than �200m a year in merchandising sales in the UK alone, outselling Fireman Sam and Thomas the Tank Engine.
The franchise includes a live theatre show and the recently opened Peppa Pig World theme park in Hampshire. Her influence was such that Peppa was pulled out of a Labour party event at a Sure Start centre in the runup to the last general election "in the interests of avoiding any controversy or misunderstanding".
Co-owner Entertainment One announced the US deal with Fisher-Price, part of the world's largest toymaker, Mattel, that will involve the development of a "comprehensive toy line" based on the TV series.
Peppa Pig debuted on US cable channel Nick Jr in February, becoming an instant hit. It attracts more than 500,000 viewers aged two to five.
"Partnering with such a prestigious toy licensee at this stage in the property's evolution is testament to the strength of the US broadcast figures and the proven success of the brand in the UK," said Darren Throop, chief executive of Entertainment One. "The initial success of the TV ratings illustrates the potential of the show and the confidence we have that the brand will be a big hit with US consumers."
Source: http://www.guardian.co.uk/tv-and-radio/2011/may/31/peppa-pig-fisher-price-deal
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