31 May 2011 07:00
Date: | 31 May 2011 |
On behalf of: | Entertainment One Ltd. ("eOne", the "Company" or the "Group") |
Embargoed until: | 0700hrs |
Entertainment One Ltd.
Fisher-Price appointed as US Toy Partner for Peppa Pig
Entertainment One Ltd. (LSE: ETO), the international entertainment group, is pleased to announce that it is working with leading toy manufacturer Fisher-Price (a subsidiary of Mattel Inc) as the Company's partner in the United States for Peppa Pig to develop a comprehensive toy line based on the animated pre-school TV series.
As the first licensing partner for Peppa Pig in the US, Fisher-Price represents a significant step in eOne's strategy to build a strong licensing programme for the brand in the USA. eOne will look to replicate the success of the UK toy category which launched in 2005 and last year generated more than £200 million of retail sales. Remaining details of the partnership will be finalised in the coming weeks, but the companies will be working together at the upcoming Licensing International Expo in Las Vegas and expect to have product available in time for Christmas 2012.
Following its debut US broadcast in February 2011, Peppa Pig already ranks in Nick Jr.'s top 10 shows, achieving higher ratings in its timeslot than the corresponding shows on the other major pre-school channels with more than 500,000 viewers in the two to five year old age range.
Darren Throop, CEO of eOne, said:
"The appointment of Fisher-Price is an exciting development in the expansion of Peppa Pig in the US and sets the standard for future partners to our American licensing programme. Partnering with such a prestigious toy licensee at this stage in the property's evolution is testament to the strength of the US broadcast figures and the proven success of the brand in the UK. 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 US consumers."
Enquiries:
| ||
Redleaf Communications | Emma Kane Rebecca Sanders-Hewett
| +44 (0) 207 566 6700 eOne@redleafpr.com
|
Entertainment One Ltd. | Giles Willits
| +44 (0) 207 907 3773
|
Cenkos Securities plc
| Stephen Keys Adrian Hargrave
| +44 (0) 207 397 8926
|
Singer Capital Markets Limited
| James Maxwell Nick Donovan | +44 (0) 203 205 7500 |
Notes to Editors:
Entertainment One Ltd. (LSE:ETO) is a leading international entertainment company that specialises in the acquisition, production and distribution of film and television content. The Company's comprehensive network extends around the globe including Canada, the U.S., the UK, Ireland, Benelux, Australia, New Zealand, France, Germany, Scandinavia, and South Africa. Through established Entertainment and Distribution divisions, the company provides extensive expertise in film distribution, television and music production, family programming and merchandising and licensing. Its current rights library is exploited across all media formats and includes more than 20,000 film and television titles, 2,500 hours of television programming and 45,000 music tracks.
Further information is available at www.entertainmentonegroup.com.
This announcement has been issued by and is the sole responsibility of the Company.