- Representatives from eOne and Tmall Mark the Launch of Peppa’s first “Super Brand Day” Partnership with Ceremonial Event in UK ahead of the Year of the Pig 2019
- Peppa Pig Chosen to be part of Tmall’s Super Brand Day Marketing Campaign
LONDON: 18th December 2018 – Following the recent announcement of a co-production between Entertainment One (eOne) and Alibaba Pictures to produce a new Peppa Pig theatrical release for cinema audiences in China, eOne today unveils news of a retail partnership with Alibaba's B2C 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.
To celebrate the start of the campaign, Mike Hu, President FMCG, Tmall 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 at a special launch ceremony which took place at Peppa Pig World in Paultons Park yesterday.
In addition to marking the activity with Tmall, the event aimed to highlight Peppa Pig World as a global tourist destination with special appeal for Chinese visitors to the UK. Peppa Pig is broadcast in 180 countries and translated into over 40 languages, and as the profile of the property has accelerated around the world, Peppa Pig World in Hampshire, the UK continues to welcome increasing numbers of international visitors from all corners of the globe bringing a positive uplift to UK tourism as a whole.
The Tmall campaign will conclude at the newly launched Peppa Pig World of Play indoor attraction opened recently by Merlin Entertainment in Shanghai, ahead of the Super Brand Day, to be held on 8th January 2019.
Tmall selected the leading pre-school brand in China for this landmark retail campaign. The 24-hour dedicated promotion is set to drive sales uplift for the brand in the lead up to Chinese New Year. Digital promotional activity, and exclusive product offerings will feature co-branded artwork and Tmall will anchor the campaign with significant print and outdoor advertising.
Mike Hu, President FMCG at Tmall said, “Since its launch three years ago in China, Peppa Pig has become a beloved brand for families. To celebrate naming Peppa Pig as one of our super brands, it seemed only fitting to travel to the home of Peppa Pig to commemorate the start of our partnership. We are thrilled to give the more than 600 million annual active consumers on our China marketplaces the opportunity to enjoy special discounts and promotions on Peppa Pig merchandise.”
“We’re delighted to be extending our partnership with Alibaba by working with Tmall on this hugely exciting commercial opportunity,” said eOne’s Ami Dieckman, Senior Vice President, Family & Brands. “As one of the largest B2C e-commerce platforms in China, Tmall is a powerful part of our retail offering and we’re honoured that Peppa Pig has been selected for their Super Brand Day. We look forward to working with them to lay the foundations for brand longevity in this market.”
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About Entertainment One
Entertainment One Ltd. (LSE:ETO) is a global independent studio that specialises in the development, acquisition, production, financing, distribution and sales of entertainment content. The Company’s diversified expertise spans across film, television and music production and sales; family programming, merchandising and licensing; digital content; and live entertainment. Through its global reach and expansive scale, powered by deep local market knowledge, the Company delivers the best content to the world.
Entertainment One’s robust network includes international feature film distribution company Sierra/Affinity; Amblin Partners with DreamWorks Studios, Participant Media, and Reliance Entertainment; Makeready with Brad Weston; unscripted television production companies Whizz Kid Entertainment and Renegade 83; live entertainment leaders Round Room Entertainment; world-class music labels Dualtone Music Group and Last Gang; and award-winning emerging content and technology studio Secret Location.
The Company's rights library, valued at US$2.0 billion (as at 31 March 2018), is exploited across all media formats and includes about 80,000 hours of film and television content and approximately 40,000 music tracks.