Entertainment One Unveils Roster of Activity to Celebrate Peppa Pig’s 10th Anniversary in the UK. Highlights include 15-minute broadcast special, new product launches, on-air and online broadcaster activity, Golden Codes promotion and DVD release.
LONDON -- Entertainment One Licensing (eOne) today shares plans for an exciting slate of activity that will celebrate the 10th anniversary of Peppa Pig in the UK with consumers, retailers, broadcasters and licensees. Paying homage to the title of the show’s first ever episode all 10th anniversary tie-ins will be united by the theme of ‘muddy puddles’ which will be central to the creative used in packaging, design, content and marketing.
The show’s award-winning animation studio, Astley Baker Davies, is currently in production on an anniversary broadcast special. With a running length of 15 minutes, it will mark the longest episode in the show’s history and is scheduled to premiere on Channel 5 Milkshake! and Nick Jr. from November 2014. The episode, entitled ‘Golden Boots’, centres on Peppa’s quest to find her golden boots and take part in a Puddle Jumping Competition.
To honour the anniversary of the show’s first ever broadcast on May 31st 2004, the first phase of activity will take place at the end of May 2014. Channel 5 Milkshake! will host ‘Peppa’s Party Week’ from 26th – 31st May with live on-air celebrations and competitions featuring a character costume in the studio every day that week. The Peppa Pig costume will also help the presenter read out birthday cards, greet viewers and join in on fun dance routines.
On Monday 2nd June Nick Jr. will launch a month-long interactive, ‘Oinkestra’ campaign. The participatory activity kicks off with an original, live-action promo encouraging parents to submit videos online of their kids ‘oinking’ to receive a downloadable Peppa activity pack. Dedicated promos will then be created from a selection of these ‘oink videos’ set to the beloved Peppa theme tune. The promo will air in the run up to a celebratory ‘Oink-a-thon’ of Peppa’s Top 20 episodes, on Peppa’s Nick Jr. anniversary on 5-6th July. The campaign will be promoted across all Nick Jr. and official Peppa Pig platforms including on-air, online and social.
New 10th anniversary product launches are planned across all categories and will be bolstered by a variety of retail events. A wide range of licensees are on board to create special product ranges to tie-in with eOne’s ‘muddy puddles’ celebrations. These include Character Options, Inspiration Works, Meld, Ravensburger and Giromax in the Toy category, Penguin, Penwizard and Redan in Publishing,Blues, Cooneen, Misirli and Roy Lowe for Apparel, Rudolph Stein, Shreds, Spearmark, Trademark and William Lamb for Accessories,Portmeirion and Fine Décor for Homewares, Amscan and Gemma International for Partyware, Danilo and Anker for Stationery and Creative Play, Kinnerton and DTP Europe for FMCG and Kokomo and Ultimate Products for Personal Care. 10th Anniversary products have already started to hit the market and will continue to roll out throughout the year. These will benefit from full retail distribution across mass market, high street, independent and online retailers.
To drive sales and consumer engagement, the product launches will be supported by a special 10th anniversary promotion. Consumers will be encouraged to search for golden codes inside the special anniversary edition DVD, across selected websites, social media and live locations such as Peppa Pig World, the touring stage show, character costume visits and events, and via leafleting at retail. These codes will allow consumers to redeem 5000 Peppa Pig prizes ranging from licensed product to a family break and stay at Peppa Pig World.
‘We’re incredibly excited to be bringing together partners across all sectors of the licensing programme and supporting them with fresh content and a marketing strategy that will ensure we have an impactful and cohesive brand message for Peppa’s 10 year anniversary,” said Hannah Mungo, Head of UK Licensing at Entertainment One. “The anniversary marks an important milestone in the brand’s evolution and to reflect that we’ve put together a strong programme of activity that will both generate excitement amongst Peppa’s huge UK fanbase and also showcase a fantastic new product range right across the retail spectrum.”
All activity will be promoted by a year-long marketing and PR programme that includes party activity at major shopping centres and family destinations nationwide, a variety of promotional and experiential activity at retail, a completely refreshed official website, a social media initiative where fans pick their favourite muddy puddle episodes to form a compilation DVD released in July, a charity Splashathon with a major holiday tour operator, a themed event at new family festival Bounce in Richmond and national PR campaign including celebrity seeding and talent interviews with the creators and voice cast.
Source: Entertainment One Licensing
Jennifer Wolfe is Director of News & Content at Animation World Network.