Entertainment One grows Peppa Pig and PJ Masks profiles in Japan with TV Tokyo partnership

Published on: 29th June 2021

The popular preschool properties, Peppa Pig and PJ Masks are picking up the pace across Japan, having landed a new broadcast partnership with TV Tokyo. The deal marks the latest international development for Hasbro’s global entertainment studio, Entertainment One.

Under the deal, TV Tokyo will broadcast 26 episodes of season one of PJ Masks, making this the first time that the property has been picked up by a Japanese terrestrial broadcaster.

Meanwhile, having first launched a short version of Peppa Pig on the Kinder TV timeslot back in October 2017, TV Tokyo is looking to build on the growing fanbase for the series by expanding the offering of the full version to its preschool audiences on a new weekend timeslot.

The broadcast line up has been further bolstered by additional platforms including Disney Japan and Netflix which have the rights to the series and have expanded the show’s availability throughout the market.

The Peppa Pig consumer products program first debuted in March 2018 via an exclusive pop-up shop in the Takashimaya department store in Tokyo, which was attended by the British Ambassador. In 2018, Peppa Pig played an exciting role in the launch of Japan’s first Hamley’s toy store.

Now, the Peppa Pig licensing program boasts 33 licensing partners as the brand’s popularity grows in the market, with more retail partnerships planned in 2021.

Entertainment One is looking to accelerate both brands’ licensing drive by collaborating with Dentsu as the master CP agent.

“We’re thrilled to reach new audiences in Japan with our beloved children’s animated series,” said Olivier Dumont, president of family brands at eOne. “TV Tokyo offers best-in-class children’s entertainment and we’re proud to add them to the global Peppa Pig and PJ Masks families.”

“Peppa Pig is already a global phenomenon and we are glad to have the show on our channel. We’re also very happy and excited to be able to bring PJ Masks for the first time to our Free TV audiences in Japan,” said Sayako Muramatsu and Ryota Kawamura of TV Tokyo.

“Peppa Pig and PJ Masks are two of the most iconic preschool brands in the world and we are so thrilled to be able to have this opportunity to collaborate with eOne and TV Tokyo on bringing these characters to life to a new generation of preschoolers in Japan,” said project leads Kiyofumi Kajiwara and Ayane Kawasaki at Dentsu.


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