Entertainment One Licensing (eOne) reports exceptionally strong retail sales and growing TV audiences for Peppa Pig in Brazil and shares plans for experiential retail events that will drive growth in 2015.
Peppa licensed merchandise launched in the country in 2014, and the licensing programme now boasts over 45 licensees across 15 categories with eOne’s licensing agent, Exim, managing consumer products for the region. The first Peppa Pig DVD was released in Brazil in December 2014 and Peppa Pig is currently the top selling kids’ DVD title in Brazil, with over 100,000 units sold to date. New DVD releases are slated throughout 2015.
In just under two years, Peppa Pig has a slew of impressive retail stats including:
- over 3 million toys sold from September to December 2014
- over 3 million pairs of Peppa Pig shoes were sold in Brazil from June 2014 to February 2015
- 10 million sticker packs have been sold since the sticker album launched in May 2014
- over 250,000 Peppa Pig books and magazines are sold every month
- 60,000 pairs of Peppa Pig socks sold within the first week of sales in January 2015
- more than 35,000 people have seen the live show Peppa Pig’s Treasure Hunt which toured seven of the biggest cities in Brazil
The acclaimed animated preschool series debuted on Discovery Kids Brazil at the end of 2013. Airing daily in three half hour slots of back-to-back episodes, Peppa Pig has risen quickly to become one of the channel’s highest rating shows.
“The public reaction to Peppa Pig in Brazil since we launched broadcast and licensing has been phenomenal,” says Ami Dieckman Head of International Licensing for Entertainment One Licensing. “The TV show has a rapidly growing fanbase and demand for consumer products has exceeded our expectations. Brazilian licensees and retailers have really got behind the brand and we’re committed to nurturing this growth so that Peppa remains a leading preschool property in the country for many years to come.”
In addition to its tremendous commercial success, the license also attracted critical acclaim in 2014 when Peppa scooped two Licensing Brazil Awards for Best Kids’ Property and Consumers’ Favorite Brand. In the same year, toy partner Estrela’s popular Peppa Pig Doll picked up one of the industry’s most prestigious toy awards in Brazil ,Prêmio Revista Espaço Brinquedo),in the National Toy category and also claimed toy retailer RiHappy’s coveted Toy of the Year award.
This year the brand’s retail presence will be enhanced by the recently announced partnership with BRMALLS, the leading company in the shopping mall sector in Brazil, for events in 12 malls throughout 2015. The first cities to hold the events will be São Paulo, Belo Horizonte, Rio de Janeiro, Campo Grande, Uberlândia, Londrina, Manaus, Vila Velha and Salvador. A retail event will also take place at Riachuelo’s flagship store at Oscar Freire Street in 11th April 2015 for their new Peppa Pig apparel collection. Oscar Freire Street is one of the most iconic shopping sites in São Paulo and is home to a number of premium brand stores.