Retail sales of licensed Peppa Pig- and PJ Masks-related product soared 64% to $1.2 billion in the 6 months ended Sept. 30, Entertainment One CEO Darren Throop told analysts.

PJ Masks, which was launched as a TV series in the U.S. in September 2016 and is readying a second season for March, accounted for approximately £22 million in the half (36% of £61.2 million registered in the company’s “family business”) as seven-fold increase from approximately £3 million in the year-earlier period. Sales of PJ Masks licensed products, largely limited to the U.S. so far, are expanding in Europe and will enter China in 2018, Throop said.

The company also reported a “strong response” for the PJ Masks live shows that launched in the U.S. and Mexico in October and will expand to other international markets. A third season of PJ Masks is expected to start airing in second half 2018. A fifth season of Peppa Pig is set to start in March and sales of licensed products rose 17% in the first half.

In addition, two other children’s shows in production – “Cupcake & Dino: General Services” and “Ricky Zoom” — have landed broadcast and streaming agreements and will have licensing programs, Throop said.

Much of the family business’ first-half revenue gains were driven by subscription video-on-demand (SVOD) agreements with Tencent, iQiYi and other services in China where there is an “arms race” for content, Throop said.

Overall, first-half earnings before interest, taxes, depreciation and amortization grew 36.3% from a year earlier to £51.4 million despite a 1.3% decline in revenue to £395.7 million due to a 29% decline in film-related revenue. Entertainment One merged its film and television divisions earlier this year.

Contact:

Entertainment One, Darren Throop, CEO, +44 20 3691 8600, dthroop@entonegroup.com