Entertainment One Family (eOne) is expanding its preschool property Peppa Pig within the Russian market with the daily airing of the animated series on TV channel Karusel and a mass retail roll out slated for this year.

Master Russian licensing partner Rosman Press will be introducing a wide range of licensed merchandise to the market later this year. Beginning this spring, toys and publishing will hit retail, while a standalone magazine, arts and crafts and secondary categories will follow this fall.

Regional ad campaigns will include TV advertising, which will run from August through December, and a localised web presence.  Discussions are currently underway with local agent INK for licensing agreements in additional categories.

In the past year eOne has launched robust L&M programs for Peppa Pig across the US, Spain and Australia. In addition to Russia, Peppa Pig merchandise is set to launch in Italy, Benelux, Canada and the Nordics later this year.

The news follows eOne Family’s recent appointment of a new head of global sales, Monica Candiani, who is working with the company’s licensing division to support the continued global expansion of the Peppa Pig brand.