We talk to eOne’s Andrew Carley about Peppa, PJ and new launch Ricky Zoom.
“It’s always been difficult launching a preschool brand,” Andrew Carley, evp global licensing at eOne Family & Brands, begins. “The timescales and financial risk associated with the development and production of a show and getting broadcast commitment remain a challenge, and that’s before you find a toy partner and get retail commitment.
“There is a lot of competition all vying for the same limited shelf space and the demand for instant hits has increased. At the same time our philosophy remains the same – top quality content backed by a long-term approach to brand building.”
It’s a philosophy that has served eOne well. 2018 has so far been a “tremendous year” for PJ Masks, with Andrew saying that the brand is now in a strong position with eOne having nurtured the initial enthusiasm into long-term growth.
Peppa Pig, meanwhile, continues to remain incredibly resilient in a highly competitive market. “Its on-going success in international markets has been staggering,” says Andrew, “particularly China, where the licensing has exploded.”
There’s also the small matter of a rather important milestone anniversary.
