Ent. One Di Share News (ETO)

Tue, 31st May 2011 08:34

* Toys expected to be available by Christmas 2012

* E-One shares rise 5 pct



(Adds details)

May 31 (Reuters) - Entertainment One Ltd said it was working with Fisher-Price, part of the world's largest toy maker Mattel Inc, to develop a toy line in the United States based on its popular pre-school TV show 'Peppa Pig'.

Details of the partnership will be finalised in the coming weeks and the product is expected to be available in time for Christmas 2012, Entertainment One said.

'Peppa Pig', a British animated series starring girl pig Peppa and her younger brother George, began appearing on Nick Jr in the United States in February and already ranks in the channel's top 10 shows, the company said.

'The initial success of the TV ratings illustrates the potential of the show and the confidence we have that the brand will be a big hit with U.S. consumers,' Chief Executive Darren Throop said in a statement.

The Toronto-based entertainment company said it would look to replicate the success of its UK toy category, which had retail sales of more than 200 million pounds ($324.4 million) last year.

Entertainment One shares, which have gained more than half their value since the company signed a three-year U.S. deal for 'Peppa Pig' in November, were up 5 percent at 176.5 pence at 0709 GMT on Tuesday on the London Stock Exchange.

($1 = 0.616 British Pounds)

(Reporting by Anne Pallivathuckal in Bangalore; Editing by Maju Samuel) Keywords: ENTERTAINMENTONE/

(anne.pallivathuckal@thomsonreuters.com; +91 80 4135 5800; Reuters Messaging: anne.pallivathuckal.thomsonreuters.com@reuters.net)

COPYRIGHT
Copyright Thomson Reuters 2011. All rights reserved.
The copying, republication or redistribution of Reuters News Content, including by framing or similar means, is expressly prohibited without the prior written consent of Thomson Reuters.