eOne’s Andrew Carley and Rebecca Harvey talk brand’s success at first LIMA YPN coffee morning.
“Content, content, content” is the key to the success of Peppa Pig, eOne’s Andrew Carley and Rebecca Harvey told LIMA UK’s first Young Professionals Network coffee morning today (July 19).
Held at The Club at The Ivy, the event – titled The Long Path to Making Peppa Pig into a Global Preschool Brand – was the first in a series of initiatives being run by the trade body throughout the remainder of 2018.
Rebecca – eOne’s svp global brand management – explained to the audience how she has worked on the Peppa Pig brand for 15 years, saying that in the beginning it was something of a tough sell.
“We were told it was never going to work,” Rebecca said. “Firstly, she’s a pig; secondly, she’s wearing a red dress and preschoolers don’t like red dresses; it’s 2D animation; plus they were five minute episodes whereas everything else back then was ten minutes.”
The Peppa Pig brand now globally generates $1.2 billion (at retail per annum), has a licensing programme in over 85 countries and currently has over 1,000 licensees globally.
30 million toys have been sold worldwide, there are 117 new episodes in production and over 50 million peppa Pig apps downloaded globally.
“It’s been an absolute privilege to have been on this journey with the brand; just really amazing,” Rebecca added.
Andrew – eOne’s evp of global licensing – explained that “creativity and content” were absolutely at the heart of the Peppa Pig brand. There will be a total of 381 episodes by 2023 (26 new episodes a year), with new characters, locations, adventures, vehicles and songs being introduced.
Andrew and Rebecca also talked about how eOne built on the success of the animation – created by Astley Baker Davies – with the licensing programme, discussing planning for the longer term, global requirements and future product on the journey to making Peppa an ‘evergreen at 15’.
“Our first LIMA Young Professionals coffee morning couldn’t have been more special,” said Ryan Beaird, marketing and operations manager at LIMA UK. “It had an exclusive location at The Club at The Ivy, a great and insightful presentation by Andrew and Rebecca, and to top it off, the licensing young professional delegates being shown the first ever pencil sketch of Peppa was unexpected.
“I’m really looking forward to the next YPN event at Nickelodeon Studios on August 3 and hearing how Keith Chapman created PAW Patrol. I would encourage all managers to send their junior licensing staff members to our LIMA YPN events. I would also like to thank Octane5 for sponsoring the YPN programme this year.”