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eOne Names Alpha Group Master Toy Partner for Peppa Pig in China, Expands Hong Kong Office

PeppaPigEntertainment One (eOne) appointed Alpha Group as its master toy partner for Peppa Pig in China. New toys will launch this year and feature play sets, figurines, and role-play items.

eOne’s Peppa Pig licensing program in China currently has more than 45 partners and will continue to expand this year. Additionally, this September Merlin Entertainments will debut the first Peppa Pig attraction in Shanghai. A new deal was also signed with Happy Kids Cultural Development for a Peppa Pig stage show that will tour the country over the next three years. Pop-up and mall events are currently in discussion.

To manage this growth, eOne expanded its local team in the Hong Kong office, and recently appointed Jennifer Pang as licensing director, Leo Tsoi as hardgoods manager, Joyce Lauw as director of product development, and Debra Ng as vice president of marketing.

eOne and Alpha will continue to collaborate with Chinese authorities to carry out an extensive anti-counterfeiting program to reduce and deter infringement of its brands.

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Category: Character Licensing, Entertainment, Kids Properties, Live Shows, Television, Toys

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