Entertainment One signs deal with Fisher-Price to make toy range with potential to bring in $1bn a year
Peppa Pig is set to crack the US merchandising market, with the owner of the �200m franchise announcing a tie-up with Fisher-Price, the maker of toys for brands including Sesame Street, to launch a product range in time for the key Christmas retail market.
Rights owner Entertainment One, which also distributes films such as the Twilight Saga franchise and Gnomeo & Juliet, saw its share price jump 5% in early trading on Tuesday as investors eyed the potential $1bn (�600m) in annual sales the US merchandising deal reportedly could generate.
Entertainment One said that the deal with Fisher-Price, part of the world's largest toy maker, Mattel, will see the development of a "comprehensive toy line" based on the pre-school TV series.
Peppa Pig has been a massive hit in the UK ? a line of toys was first launched in 2005 and last year generated more than �200m in sales ? and the series debuted on US cable channel Nick Jr in February.
Entertainment One said that the show has become an instant hit, ranking in the top 10 shows on Nick Jr and attracting more than 500,000 viewers aged two to five.
"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," said the Entertainment One chief executive, Darren Throop. "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."
Last week the company reported that pre-tax profits rose 42% year on year from �8m to �11.4m in the 12 months to the end of March. Revenues increased 12% to �469.7m. Net debt fell from �86m to �60.7m.
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Source: http://www.guardian.co.uk/media/2011/may/31/peppa-pig-us-merchandising-deal
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