Entertainment One Licensing (eONE) has tapped Megalicense International as the licensing agent for Peppa Pig in Russia and the Ukraine.

The Peppa Pig brand is already well-established, thanks to broadcast platforms in Russia and Ukraine airing the popular animated preschool series. In Russia, the show airs on dedicated kids TV channel Karusel, and PlusPlus in the Ukraine. Its popularity has driven up demand for licensed merchandise.

Coming on board is Rosman for toys, publishing, and arts and craft categories in Russia, and Kiddisvit for toys in the Ukraine.  Rosman is planning an extensive ad push with a TV campaign in October of this year. It will also develop brand products including plush, wooden toys, bath toys and Peppa Pig mini world collectible products, in addition to core plastic lines from Character Options.

Also joining the Peppa licensing program is publishing giant Panini, Perfetti Van Melle for confectionary and Alisa for E.L.A. Kidstime will produce watches. Hamley’s has committed to a program of retail promotions for the run up to this year’s holiday season.  Apparel, footwear, accessories, housewares and publishing works will be added next year.

In addition to the UK, Peppa is one of the leading preschool properties in Australia, Spain and Italy and is making headway in North America and Benelux. With more than 450 licensing agreements globally, the brand is expanding further into new markets including Latin America, China, South-East Asia, France and Germany.