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Toys “R” Us Secures U.S. Retail Exclusive for the Fisher-Price Peppa Pig Toy Line

05-30-2012

LONDON, May 30, 2012: Entertainment One Family (eOne Family) today announces that Toys “R” Us has secured the exclusive retail rights to an all-new line of toys based on the hit animated TV series, Peppa Pig. The toys, manufactured by Fisher-Price, will be available in Toys “R” Us stores nationwide beginning this August.
The full line of Peppa Pig toys will be merchandised in Toys “R” Us stores, anchored by signage featuring graphics based on the hit brand, providing high visibility for the entire collection. To continually promote Peppa Pig throughout the fall season, eOne will collaborate with Toys “R” Us on a variety of marketing activities.
The assortment of fun, Peppa Pig-inspired merchandise includes a Sip ‘n Oink™ Tea Set, Hug ‘n Oink™ Peppa Talking Plush, Schoolhouse and Tree House Playsets, Peek ‘n Surprise Playhouse, a variety of delightful character figures and more.
“The undeniable charm and fun disposition of Nick Jr.’s cutest cartoon pig, Peppa, has captured the hearts of parents and little ones worldwide,” said Lisa Harnisch, Senior Vice President, General Merchandising Manager, Toys “R” Us U.S. “With the exclusive launch of Peppa Pig products at Toys “R” Us, we’re excited to offer this kid-favorite property to customers through adorable playthings now making their way to our store shelves.”
Andrew Carley, Head of Global Licensing at Entertainment One, said, “We have a strong lineup of partners poised to launch Peppa Pig merchandise in the U.S. this August and will be working closely with them all on a coordinated strategy. Toys “R” Us is THE toy authority and one of America’s top retail destinations for families and kids. Its vast network of stores will be a fantastic showcase for the brand at launch.”
Peppa Pig, which launched in 2011 on Nick Jr. in the U.S., continues to gain momentum. The animated series follows the adventures of Peppa Pig who lives with her little brother George, Mummy Pig and Daddy Pig. Peppa’s favorite things include playing games, dressing up and jumping in muddy puddles. Her adventures always end happily with loud snorts of laughter. The show currently airs on Nick Jr. Monday through Friday at 2:30pm (ET/PT) and from 2:00pm-3:00pm on the weekends.
eOne is executing numerous initiatives in the U.S. to build brand awareness in the run up to the retail launch. A recent partnership with Kidtoons saw episodes of Peppa Pig screened in over 160 movie theaters throughout April and a PR agency, Child’s Play, was appointed to publicize Peppa Pig in the U.S. They are currently running a product placement and blogger review program to drive brand awareness. eOne is also investing in an official U.S. Peppa Pig website and Facebook page to communicate directly to consumers.
About Entertainment One Family
Entertainment One Family is a leader in brand management, creating and producing family programming that airs on major international broadcasters including Nick Jr. (UK & U.S.), Channel 5, Cartoon Network and Teletoon. eOne Family also oversees international sales for the programs it creates including No. 1 UK preschool franchise “Peppa Pig,” BAFTA award winning “Ben & Holly’s Little Kingdom,” “Humf” and “Rob the Robot.” eOne Family’s Licensing and Merchandising team manages branding programs for each of eOne’s key family franchises notably “Peppa Pig” which now generates £200m in retail sales in the UK per annum.
About Entertainment One
Entertainment One Ltd. (LSE: ETO) is a leading international entertainment company that specializes in the acquisition, production and distribution of film and television content. The company’s comprehensive network extends around the globe including Canada, the U.S., the UK, Ireland, Benelux, France, Germany, Scandinavia, Australia, New Zealand and South Africa. Through established Entertainment and Distribution divisions, the company provides extensive expertise in film distribution, television and music production, family programming and merchandising and licensing. Its current rights library is exploited across all media formats and includes more than 24,000 film and television titles, 2,700 hours of television programming and 45,000 music tracks.
About Toys “R” Us, Inc
Toys “R” Us, Inc. is the world’s leading dedicated toy and juvenile products retailer, offering a differentiated shopping experience through its family of brands. Merchandise is sold in 876 Toys “R” Us and Babies “R” Us stores in the United States and Puerto Rico, and in more than 625 international stores and over 145 licensed stores in 35 countries and jurisdictions. In addition, it exclusively operates the legendary FAO Schwartz brand and sells extraordinary toys in the brand’s flagship store on Fifth Avenue in New York City. With its strong portfolio of e-commerce sites including Toysrus.com, Babiesrus.com, eToys.com and FAO.com, it provides shoppers with a broad online selection of distinctive toy and baby products. Headquartered in Wayne, NJ, Toys “R” Us, Inc. employs approximately 70,000 associates annually worldwide. The company is committed to serving its communities as a caring and reputable neighbor through programs dedicated to keeping kids safe and helping them in times of need. Additional information about Toys “R” Us, Inc. can be found on Toysrusinc.com. Follow Toys “R” Us, Babies “R” Us and FAO Schwartz on Facebook at Facebook.com/toysrus, Facebook.com/Babiesrus and Facebook.com/FAO and on Twitter at Twitter.com/Toysrus and Twitter.com/Babiesrus.
About Fisher-Price
Fisher-Price, Inc., a subsidiary of Mattel, Inc. (NASDAQ:MAT) located in East Aurora, N.Y., is the leading brand of infant and preschool toys in the world. The company’s legacy of high quality toys has enhanced early childhood development for more than 81 years. Some of the Company’s best-known “classic” brands include Little People®, Power Wheels®, View-Master® and Imaginext®. Fisher-Price is also a leading developer of baby gear products (infant swings, bouncers, high chairs), as well as a wide array of character-based toys inspired by high quality children’s programming such as Dora the Explorer™, Mickey Mouse Clubhouse and Thomas & Friends®. The Company’s website, www.fisher-price.com, as well as its Facebook page, www.facebook.com/fisherprice provide valuable information and resources to parents and grandparents around the world.
For press enquiries please contact:
Shara Benison
Child’s Play Communications
Email: sb@childsplaypr.com; phone: 212-488-2060 x16
Catherine Colford
Child’s Play Communications
Email: cc@childsplaypr.com; phone: 212-488-2060 x17

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