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Peppa Pig launches first ‘Super Brand Day’ event with Tmall

Preschool brand will get top placement on homepage and targeted marketing campaigns.

eOne has revealed a new retail partnership with Alibaba’s B2C e-commerce platform Tmall to make Peppa Pig the first ‘Super Brand Day’ promotion of 2019.

Tmall will offer top placement for the preschool property on its homepage and targeted marketing campaigns.

The campaign will conclude at the newly launched Peppa Pig World of Play indoor attraction in Shanghai, ahead of the Super Brand Day, to be held on January 8, 2019.

The 24-hour dedicated promotion is set to drive sales uplift for the brand in the lead up to Chinese New Year, which is the Year of the Pig in 2019. Digital promotional activity and exclusive product offerings will feature co-branded artwork and Tmall will anchor the campaign with significant print and outdoor advertising.

To mark the start of the campaign, Tmall president FMCG Mike Hu and his team joined eOne’s Andrew Carley (evp global licensing, Family & Brands) and Ami Dieckman (svp global licensing, Family & Brands) and VisitBritain’s policy and public affairs manager, Timothy Jenkins, at a special launch ceremony at Peppa Pig World in Paultons Park (pictured).

“Since its launch three years ago in China, Peppa Pig has become a beloved brand for families,” said Mike. “To celebrate naming Peppa Pig as one of our super brands, it seemed only fitting to travel to the home of Peppa Pig to commemorate the start of our partnership.”

Ami added: “We’re delighted to be extending our partnership with Alibaba by working with Tmall on this hugely exciting commercial opportunity. As one of the largest B2C e-commerce platforms in China, Tmall is a powerful part of our retail offering and we’re honoured that Peppa Pig has been selected for their Super Brand Day.

“We look forward to working with them to lay the foundations for brand longevity in this market.”

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