Entertainment One Grows Preschool Brands in the UK

Entertainment One’s (eOne) continues to see growth for its portfolio of preschool properties in the UK.

Ahead of Brand Licensing Europe (BLE) next month, the company inked new deals of Peppa Pig, PJ Masks, Ben & Holly’s Little Kingdom, and its latest property, Ricky Zoom. At BLE, the company — in the midst of being acquired by Hasbro — will seek new opportunities across its portfolio. New deals for Peppa Pig and PJ Masks in the UK this fall will spawn product launched from TOMY, Tefal, Star Editions, Signature PG and Merch By Amazon.

“The exciting list of new partners, retail activations and live stage show productions in the UK is a clear demonstration of how our preschool properties continue to attract partners that drive innovation and bring fans the best possible experiences both at home, on stage and at retail,” says Katie Rollings, SVP UK licensing at eOne family & brands.

At retail, eOne will partner with Selfridges for a permanent Peppa Pig space following a successful pop-up shop-within-a-shop promotion earlier this year. A PJ Masks takeover will debut at The Entertainer, with an immersive experience planned for 170 stores. Additionally, PJ Masks will enter the frozen food section thanks to a new deal with Rossi, and the trio of heroes will make appearances at more than 60 locations across the UK during the holiday season.

The Entertainer will also be involved with eOne’s Save the Children for Christmas Jumper Day 2019 promotion, during which they will sell an exclusive 4-pack of figures featuring Peppa’s family in Christmas jumpers. The campaign will be supported by a charity single, “Bing Bong Christmas,” and a new book from Penguin Publishing, Peppa’s Christmas Jumper Day.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.