The Bugg Report sits down with Trish Padoin and Con Goutzoulas from Entertainment One to discuss Peppa Pig and their all-new and growing brand portfolio.
Trish, can you give us a brief update on Peppa Pig and outline some of the brand highlights from 2015?
Peppa has certainly continued to go from strength to strength. We’ve sustained leading TV ratings on a daily basis; the episodes are broadcast twice a day and averaging 200,000 viewers per episode. 2015 also saw ‘Peppa Pig: The Golden Boots’ TV special premiere on ABC Kids to an audience of 235,000. This is the first of a number of specials rolling out over the next 12 months. Our stage show partner, Lifelike Touring, has completed a second national tour of Peppa Pig Live – ‘Big Splash!’ and a follow up tour is about to go into production again due to its popularity. One the most pleasing things that we achieved in 2015 was to raise valuable funds for Cancer Council & Da odil Day when Peppa Pig jumped on board as an o icial brand ambassador.
Con, considering the size and status of Peppa Pig, can you give us an indication of just how popular the brand is?
We are now entering our 4th year in consumer products. In this time, we’ve sold well over one million DVD’s to Australian consumers and over 1.6 million books at retail. Current local research data shows that Peppa Pig remains the No. 1 preferred preschool brand amongst our core market. Peppa continues to develop its universal appeal amongst family audiences and this is true to its brand values. The plan for Peppa has always been gradual and sustainable growth; I think it is safe to say that we have been true to this vision.
Trish, from an eOne brand portfolio perspective, you have some new lifestyle brands that you are working on building, including those with a fashion emphasis, such as So So Happy. Can you give us an outline of its appeal and what you are looking to develop?
So So Happy in particular has been embraced heavily in the US, with a significant following on social media. The brand is focused on empowerment and self- acceptance for girls and young women and we look forward to striking positive brand partnerships and product collaborations, that will help spread this message. The designs themselves are colourful, fun and of course, happy!
Con, I believe that David Brent: Life on the Road is a brand that is very exciting to you personally. Can you tell us about this brand and what excites you most?
David Brent: Life on the Road documents how Ricky Gervais’ character; David Brent, attempts to realise his dream of rock stardom by self-financing a UK tour with his band, “Foregone Conclusion”. Initial reactions from retail have been extremely positive, so look out for this to be the sleeper hit of the year when the global release opens in cinemas from August. This is a strong licensing opportunity for Father’s Day gi ing. With Ricky’s strong social media following in the millions, it’s sure to be one of the most highly anticipated eOne Films theatrical releases of the year.
Trish, from an overall Entertainment One angle, what is the major focus for you in the Australian market in 2016 and beyond for your brand portfolio, including Peppa Pig, and the widely anticipated PJ Masks?
We will continue to focus on establishing Peppa as an evergreen in our market. Our goal is to focus on strategies that will establish our brands as long term opportunities. Our experiential events have been crucial to building and maintaining loyalty amongst the fan bases. Lifelike Touring are developing an exciting new event at the end of the year called ‘Playdate with Peppa’ which will be an interactive experience where fans can enter into the world of Peppa Pig in the big top. Also, we have our brand new season seven of Peppa Pig rolling out from later this year, as well as an extended 15 minute special Around the World and two seasonal Halloween specials. Big Balloon will be rolling out the new Peppa Pig classic toy range later in 2016, as well introducing the Peppa preschool construction range.
PJ Masks is premiering on Disney Junior from 4th April. The TV series launched on U.S. TV screens in September last year, with a strong U.S. ratings result and became an overnight success, as a result of 1.5 million kids tuning in! We plan on various brand- building initiatives to support our TV broadcast, with the consumer products rollout currently being finalised.
Ben & Holly’s Little Kingdom continues to experience strong weekly ratings on ABC Kids, and the brand will be bolstered on the ground with the launch of the new ticketed show from Lifelike Touring. The live show, ‘Ben & Holly Live!’ premieres this month and will tour nationally. Initial ticket sales have been incredibly strong, resulting in additional shows being added to the tour schedule to meet demand.
Con, to round off your brand updates can you tell us more about Death Row Records?
This year marks the 25th Anniversary for Death Row Records, which was co-created by Dr. Dre and has featured many top Hip-Hop artists including Tupac Shakur and Snoop Dog. eOne has global licensing rights to the brand and this year will see some great high-end fashion collaborations which is something to look out for later in 2016.
Thanks for your time Trish and Con and we hope to talk again soon to check in your brand portfolio and ongoing success.