Peppa Pig’s march ahead is going unhindered. Since its launch in 2004, the show has aired in over 180 territories and has become the top pre-school entertainment brand in many countries and won the hearts of pre-school children and their parents.
Peppa’s porcine empire has most recently extended into Asia, where it has been running for 18 months. But most impressive is the rapid and widespread penetration into China, the world’s largest entertainment market. Since its launch with national broadcaster and anchor partner CCTV in June 2015, Peppa Pig has become one of the most popular programmes for pre-schoolers in the Mainland garnering over 16.3 billion views across multiple digital platforms.
What is astonishing is two Peppa apps have together received over half a million downloads and toys are selling across the major online retail sites with apparel and games set to follow this year. The achievements earned the brand the Best New Property prize at the Asia Licensing Awards in Hong Kong earlier this year.
Much credit must go to Canadian acquisition, distribution and production company, eOne, which has co-owned and distributed the show since 2007. eOne shifted things into higher gear in 2015 by acquiring 70 per cent of creator studio Astley Baker Davies for US$212 million (£170m), increasing its share in the property from 50 up to 85 per cent. This, with the aim of accelerating its global exploitation.
The following year, Peppa’s immense value was a major factor in prompting ITV to lodge a £1bn takeover offer for eOne – which was unanimously rejected by the company’s shareholders.
Masterminding Peppa’s global conquest is children’s animated content division, eOne Family, headed by managing director Olivier Dumont.