Expansion in China will be bolstered by new appointments in Entertainment One’s Hong Kong office.

Entertainment One (eOne) has announced that Alpha Group is on board as master toy partner for its global pre-school property, Peppa Pig, in China.

The award-winning TV series made a strong broadcast debut in China in June 2015 on national broadcaster CCTV and is now also available on multiple leading VOD platforms including Youku, IQIYi and Tencent.

Plans are underway for the launch of a brand-new core toy range from Alpha, including play sets, figurines and role-play which will debut in Q4 of 2018. As part of its strategy, Alpha plans to offer multiple price points across the range to give consumers more choice and value for money.

Andrew Carley, EVP Global Licensing, Family & Brands, commented: “Alpha’s leading position in the Chinese market, in addition to its industrial chain platform and diverse operational IP experience, will contribute greatly to the reach of Peppa Pig across a wider consumer spectrum and we’re delighted to have the company on board.”

Kenny Cao, SVP at Alpha Group, added: “More and more families in China have fallen in love with Peppa Pig. Such collaboration will enable both parties to make the most of resources for a mutually beneficial partnership. Alpha also aspires to enhance its competitiveness in the family entertainment field.”

The licensing programme for China now boasts over 45 partners and is continuing to expand. To manage the rapid growth the company is seeing, eOne has expanded its local team in the company’s Hong Kong office and has recently appointed Jennifer Pang as licensing director, Leo Tsoi as hardgoods manager, Joyce Lauw as director of product development and Debra Ng as VP of marketing.