eOne announces Peppa Pig retail partnership with China’s Tmall

Published on: 19th December 2018

A 24-hour dedicated promotion will drive sales in the run-up to the Chinese New Year. 

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 has unveiled news of a retail partnership with Alibaba’s B2C e-commerce platform Tmall. The first Super Brand Day promotion of 2019 will see Tmall offer 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), Ami Dieckman (senior vice president global licensing, Family & Brands), and Timothy Jenkins (policy & public affairs manager at VisitBritain), at a special launch ceremony which took place at Peppa Pig World in Paultons Park.

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, 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.

Ami commented: “We’re delighted to be extending our partnership with Alibaba by working with Tmall on this hugely exciting commercial opportunity. 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 its Super Brand Day. We look forward to working with them to lay the foundations for brand longevity in this market.”


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