This year, Character Options is bringing some major extensions to its Peppa Pig collection, with the introduction of a standout Superstore Playset and a brand-new wooden range of toys. TNP spoke with senior brand manager, Laura Gunton to find out more.
What are your main focuses for Peppa in 2020?
We have a feature-filled playset launching in July, Peppa Pig’s Superstore Playset, which represents a new location on the series, and ties in with the ‘Best Day Ever’ theme that will be in the programming. There are eight store areas to discover across two floors, which can be accessed through a working lift. Kids can take Peppa for a trip to the fruit and veg shop, toy shop, a pizza restaurant or a visit to the ice-cream parlour. To add to the fun, there’s even a working microphone and several sound effects! It’s a delightful piece and one that will have the full weight of our marketing support behind it.
Our other focus is the launch of a new wooden range of toys.
Image: Peppa Pig’s Superstore Playset
What factors influenced Character Options’ decision to take the brand into the wooden toys category?
Peppa’s Wooden Playhouse launched last year, which was our first step into the world of wood. This line was incredibly successful and encouraged us to take the wood story further by launching an excellent quality, durable and sustainable wooden toy range.
With eye-catching and colourful designs, created to stimulate a child’s imagination during play, the range is designed for young Peppa fans, while staying true to the classic and recognisable Peppa styling. Each toy is made from FSC wood and features minimal packaging that is made from recyclable cardboard, which adds to the sustainable story!
Image: Peppa's Wooden Family Home
We have concentrated on the classic and recognisable items that are proven winners from our plastic range. Fan favourites include a bright red Wooden Car, which has ‘drop and play’ holes to insert all the family figures, a Wooden Boat, Grandpa Pig’s Train, and the ever-popular Jet. There’s also a lovely Wooden School Bus which doubles as a shape sorter – ideal for the youngest of hands.
Plus there will be a Wooden Family Home, and a School House, which will both include figures and furniture, which fold away to keep everything safely inside. They’re ideal for take along play!
Image: Peppa's Wooden School House
The Superstore will have a dedicated TV spot, showcasing its many features across key pre-school channels. Another key area of success that we have seen is across YouTube, where we have created stop frame animations on key Peppa lines. The Superstore will have its own fun-filled storyline, so we can drive awareness digitally.
Due to the very young play pattern of the Wooden Toy Range, we’ll be running a full parental campaign which will cover digital, social media and print press. We’ll also be working with our key influencers to deliver a comprehensive unboxing campaign.
To view the current Character portfolio, go to www.character-online.co.uk.
