eOne’s Peppa Pig launches on Nick Jr. India
The global entertainment studio is also prepping for the retail launch of the brand in the country.
eOne has partnered with Viacom18 Consumer Products, the merchandizing and licensing division of Viacom18, to represent licensing rights for Peppa Pig across India and the Indian subcontinent. Viacom18 recently rolled out Peppa Pig plush toys and activity sets in the market, with the products available on Amazon and in toy stores across the country.
The children’s TV series made its debut in the country on VOD platform VOOT Kids last June and began airing on Nickelodeon preschool channel Nick Jr. India on Jan. 9. While ratings were not provided as of press time, eOne stated in a release that the series has consistently been one of the top 10 most-watched on-demand shows on VOOT.
Peppa Pig has been a significant revenue driver for eOne. In its half-year results, the company’s family division reported revenue growth of 16%, to $63.1 million, from $54.5 million. The company also reported than nearly 320 new and renewed broadcast and licensing agreements for the brand were signed in the period ending Sept. 30, 2016.
“There’s been a meticulous strategic approach to rolling out that brand around the world so that it grows over time and we don’t overexpose it too soon,” eOne Television CEO John Morayniss told Playback in a previous interview. In fiscal 2016, eOne had signed more than 500 licensing, broadcasting and merchandising agreements. The brand’s global rollout is part of a plan to double sales for Peppa Pig by 2020.