Beginning Monday 28th March 2016, this year's annual promotional event will span five weeks and will include Peppa-inspired in-store entertainment and activities for children in more than 300 of the retailer's locations. The promotion will also see limited edition, Peppa-branded packs of Asda's Little Angels nappies available both in-store and online. The character will also have an increased presence to ensure high visibility for eOne's merchandise range including toys, apparel, personal care, homewares and FMCG.
The the initiative looks to engage both parents and children with in-store and online events and promotional offers.
Additionally, an exclusive Peppa in-store entertainment event will be held in 60 key Asda stores, April 16. The event will offer a free 16-page branded activity booklet, as well as a photo opportunity of fans to jump on a muddy puddle with a Peppa Pig backdrop.
"This is by far the biggest U.K. retail initiative 'Peppa' has been involved in and eOne is delighted to be working so closely with the team at Asda. Our aim is to fully engage Asda customers with the brand during the event and ensure Asda becomes the retail destination for 'Peppa Pig' during the event period," says Hannah Mungo, head, licensing, U.K., eOne. "Retailtainment events like this are a great way to attract customers into store in an increasingly competitive retail environment and it's also an excellent opportunity for us to reward families doing their weekly shop with an unforgettable experience."
The grocer will also support the promotional period with a Peppa Pig landing page (Asda.com/PeppaPig) that will feature the retailer's full Peppa Pig product range, activity downloads and a bespoke sizzle.
Character Q&As with Mummy and Daddy Pig will feature exclusively on Asda's Good Living website, while there will also be messaging on social media channels and baby event newsletters.
eOne will also support the Asda takeover through Peppa Pig's official website, its licensed magazines, YouTube and its social media networks.
Licensees will be backing the event with promotional offers, in-store sampling and FSDUs.
Jack Woodhead, character licence events planner, George and gm at Asda, added: "We're really pleased to be working with Entertainment One on the 'Peppa Pig' element of our Baby & Toddler event, and believe together we can deliver some of the greatest pieces of retailtainment our customers have seen to date."
Sources: Licensing.biz, Licensing Source, License! Global.
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