eOne is celebrating 10 years of Muddy Puddles with a major brand initiative in partnership with Hamleys.

There will be a Peppa Pig-themed window display at the Regent Street branch and in-store events across four Hamleys stores.

The Peppa Pig window, which will run from this week until September, will feature Peppa’s world with theme park styling and 3D characters. Character Options will also be showcasing its new Ben and Holly’s Little Kingdom toy range in the window which can be found in stores now.

Other marketing initiatives include in-store activities across four Hamleys UK stores featuring Peppa Pig treasure hunts, competitions, Peppa-themed parties in Hamleys party rooms and visits and photo opportunities with Peppa. Staff will be wearing bespoke Peppa and Hamleys t-shirts during the event and the first 125 children in each store will receive a free Peppa gift.

Key licensees will be featured in the window with product from Character Options, TY, HTI, Trademark, Ladybird Publishing and Golden Bear within the display.

Hannah Mungo, head of UK licensing at eOne, said: “We are delighted to be partnering with Hamleys on this exciting marketing initiative. Peppa’s Summer activity at Hamleys is a great brand building exercise and allows us to give something back to consumers who can immerse themselves in Peppa’s world and even take a selfie with Peppa herself. The window brings together two iconic British brands and being within walking distance from where Peppa is animated is a fantastic addition to Peppa’s 10 year celebrations.”

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