US: Fisher-Price grabs Peppa Pig

Mattel inks deal with eOne to be the new pre-school toy partner in the US for the pre-school property.
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Fisher-Price is the first licensing partner for Peppa Pig in the US and is set to create a range based on the animated series, pending negotiation of the final details of the relationship between the parties.

The new partnership represents a significant first step in eOne’s strategy to build a licensing programme for the brand in the USA.

Andrew Carley, head of licensing, Entertainment One, said: "The appointment of Fisher-Price is an exciting development in the expansion of Peppa Pig in the US and sets the standard for future partners to the American licensing programme.

"Partnering with such a prestigious toy licensee in the US at this stage in the property’s evolution is testament to the strength of the US broadcast figures, the proven success of the brand in the UK and the confidence many have that the brand will be a big hit with US consumers."

Susie Lecker, senior VP, Fisher-Price Friends, added: “Fisher–Price is very pleased to partner with eOne to bring a character of this quality to the US market. Peppa Pig is such a warm, endearing, and relatable personality, and the stories offer a wholesome message that families really appreciate.

"We know how much children love to play out the adventures they see on TV—as well as dream up their own—so we’re really excited to be developing a line of Peppa Pig toys."

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