In partnership with its master publisher Ladybird Books, eOne Family will kick-start the latest UK marketing initiative for its hit brand Peppa Pig, entitled Imagine with Peppa, at the Bath Festival of Children’s Literature on October 3.

Peppa Pig activities featured at the UK’s largest dedicated children’s book festival will include storytelling sessions of Ladybird’s The Big Tale of Little Peppa book and costumed character meet-and-greets encouraging the importance of fun and imaginative play in a child’s early development years.

eOne will also launch a digital component of the Imagine with Peppa campaign featuring downloadable branded resources at www.peppapig.com that give parents creative storytelling and role-play ideas.

The initiative also ties in with an additional campaign called Peppa Once Upon a Time, which eOne is executing with Tumble Tots physical play centers across the UK during National Children’s Activity Week. Nick Jr. and Channel Five will provide on-air support.

Imagine with Peppa also corresponds with Character Options’ new Once Upon a Time toy range that includes Peppa action figures, plush and playsets based on classic fairy tale adventures.

The new campaigns launch as the global Peppa licensing program is on track to surpass the US$1 billion mark at retail this year.