LICENSING NEWS

Strong box office for Peppa Pig cinema releases

Published on: 26th April 2017

Peppa Pig My First Cinema Experience has taken £3m in the UK and $2.16m in Australia.

Peppa PigedEntertainment One’s Peppa Pig My First Cinema Experience: Peppa’s Australian Holiday marked the theatrical debut for Peppa Pig in Australia where the release hit 241 screens across the country and debuted at No. 6 in the overall box office chart.

The UK theatrical release of Peppa Pig My First Cinema Experience followed on 7th April, screening in over 500 cinemas nationwide.

In both countries the release was supported by marketing and PR campaigns, including partnerships with Tourism Australia and Australian airline Qantas, which hosted costume character meet and greets. Here in the UK, brand partners included Visit London, which secured cross promotional opportunities with its London tourist destinations, and Northern Rail which displayed posters in Leeds and Manchester Piccadilly stations and distributed flyers across its rail network.

Licensees including Ty, Penguin, Trademark, Underground Toys, Redan and Portmeirion in the UK produced spin-off licensed merchandise that tied in with the theatrical release. In Australia, a bespoke product range spanning toys, books and apparel launched exclusively at Big W in Australia, and was anchored in-store with cross category POS, video screens, radio and digital marketing.

Rebecca Harvey, head of global marketing at Entertainment One Licensing commented: “Families have embraced the unique format of 5-minute episodes linked with live interactive content, which encourages children to get up and dance. The cinema experience gives fans the unique opportunity to be completely connected with the brand and creates a halo effect that benefits the franchise as a whole.”

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