The firm is developing a range of educational electronic toys including Peppa Pig’s Fun Phonics, an illustrated back lit alphabet board with eight activites and Peppa’s Magic Mirror, which features sound effects associated with the main Peppa characters and Peppa’s Mini Mirror.

Dave Martin, commercial director, said: “Peppa was an obvious choice for us when further strengthening our licensing range – we are extremely excited by the retailer reaction we have had so far and are confident in Peppa’s long term potential. We have achieved significant retail distribution, even though we only started discussions with Contender in January – retailer confidence in this license is clearly sky high”.

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