With France 4 and France 5 bolstering the on-air presence of Peppa Pig, the billion-dollar brand is now positioning itself for mass-market retail growth in the region.

IP owner Entertainment One (eOne) has inked licensing deals with nationwide retail chains including Carrefour, as well as all mass market food chains, in addition to Toys ‘R’ Us, La Grande Récré and Joué Club.

Peppa’s licensing program is managed by regional licensing agent France TV Distribution, and it currently encompasses more than 35 licensees. Master toy partner Giochi Preziosi leads the toy category, supported by Diset for board games and Taldec for computer games. Publishing partner Hachette Jeunesse introduced a range of story, activity and coloring books, in addition to stationery, earlier this year. Meanwhile Cijep has signed for plush, accessories and furniture, and partners have also signed on across magazine, apparel and accessories, homewares, partyware, toiletries, confectionary and food. These licensees will be rolling out with full product ranges in 2016.

Accompanying these expanding retail offerings is the French debut of Peppa Pig’s Big Splash live theater show. eOne, together with France TV Distribution, will be working with UK stage show partner Fiery Angel to bring the show to France, while Decibels Productions, a subsidiary of Warner Music France, will handle local production. A nationwide tour is scheduled to kick off at the end of 2016, with the premier planned for Paris. It will be rolled out to additional French cities in 2017.

Peppa Pig consumer products first launched in France in summer 2014, three months after the series debuted on France 5 and on Nick Jr. The brand continues to flex its global licensing muscle following September’s US$212-million deal that gave eOne a 70% controlling stake in London-based animation studio Astley Baker Davies, creator of the property.