Entertainment One (eOne) partnered with Alibaba‘s e-commerce platform Tmall as the first “Super Brand Day” promotion of 2019, where Tmall offers top placement on its homepage and targeted marketing campaigns.

This follows the announcement that eOne and Alibaba Pictures will co-produce a Peppa Pig theatrical release for cinema audiences in China.

To celebrate the start of the campaign, Tmall president FMCG Mike Hu and his team joined eOne’s Andrew Carley (executive vice president global licensing, family & brands) and Ami Dieckman (senior vice president global licensing, family & brands), and VisitBritain’s Timothy Jenkins (policy & public affairs manager) for a launch ceremony at Peppa Pig World in Paultons Park yesterday.

In addition to marking the partnership with Tmall, the event aimed to highlight Peppa Pig World as a global tourist destination with special appeal for Chinese visitors to the UK.

The Tmall campaign will conclude Jan. 8 at the new Peppa Pig World of Play indoor attraction in Shanghai, ahead of the Super Brand Day.

The 24-hour promotion is set to drive sales for the brand in the lead up to Chinese New Year. The digital promotional activity and exclusive product offerings will feature co-branded artwork and Tmall will anchor the campaign with print and outdoor advertising.