MUMBAI: Entertainment One (eOne) has unveiled details of its expansion in India with the launch of new categories which are set to deepen the brand’s retail penetration in the market. Alongside a growing consumer products programme, in association with Viacom18 Consumer Products, the brand’s first touring stage show and a marketing initiative to tie-in with the Cricket World Cup will accelerate consumer engagement across India throughout 2019.
There has been a groundswell of affection for Peppa Pig since the animated TV series first launched in India in June 2016 on Voot Kids before making its debut on Nick Jr India in January 2017. Peppa Pig’s master licensee in India- Viacom18 Consumer Products, has recently signed new partners to the licensing programme that will mark the brand’s first entry in the personal care and confectionery categories and further broaden retail distribution for the property in supermarkets and hypermarkets. Existing categories will also be boosted by partners including Funskool which is adding new Peppa Pig puzzles to its range from July and Penguin Random House India which will launch Hindi publishing titles in Q3 2019 bringing a wide range of Peppa Pig books to a Hindi speaking audience for the first time.
“Just like cricket, Peppa Pig enjoys huge popularity and following in India. Our initiative to bring Peppa Pig and George Pig to the country right before the World Cup will be a wonderful opportunity for our fans to engage in a delightful experience and enjoy the sport in an interesting way. With an array of fun activities planned, we are sure this engagement would be a great hit amongst our fans in India,” said Viacom18 INS & Voot Kids business head- consumer products Saugato Bhowmik.
The brand’s growing retail presence will be anchored by the launch of the Peppa Pig Live touring stage show, in association with Viacom18 Consumer Products in India, which will premiere to audiences in six major cities including Bangalore, Hyderabad, Chennai, Mumbai, Delhi, Pune, bringing the brand to life for families across India in an unforgettable theatrical production.
“We have seen demand for Peppa Pig build steadily since the show launched in India in 2016 and we’re delighted to be adding new partners and expanded product lines that will further increase its retail footprint,” said eOne’ SVP licensing - international, at family and brands Ami Dieckman. “Live activations continue to support our strategy for growth in this key market and we look forward to creating memories for Peppa’s many fans in India.”
To capitalise on the cricket craze sweeping the nation this summer, eOne is also running a two-month long marketing campaign in partnership with Voot Kids, Nick Jr, Hamleys, Save the Children and the UK Government, to celebrate the Cricket World Cup. Exclusive products and retail promotions will be available, and the activity will culminate in a grand finale event in Mumbai on 7 July 2019. Kids can take part in Peppa Pig themed cricket activities designed specifically for the event where families will have the opportunity to meet Peppa and George and enjoy storytelling and games.
