A themed window display grace the Regent Street branch as well as a range of in-store events.
Entertainment One Licensing is celebrating 10 years of Peppa Pig with a major brand initiative in partnership with Hamleys.
The campaign will see a themed window display grace the iconic Regent Street branch as well as a range of in-store events across four Hamleys stores.
The Peppa Pig window, running from this week until September, will feature Peppa’s world with theme park styling and 3D characters.
The window features products from Character Options, TY, HTI, Trademark, Ladybird Publishing and Golden Bear.
Character Options' new Ben and Holly’s Little Kingdom toy range will also be showcased in the window.
"We’re thrilled to be teaming up with eOne on what we know will be a massive hit with visitors of all ages across the summer," said Grant Yuill, marketing support manager, Hamleys.
"Peppa is a huge success amongst children and families, so it’s really exciting for us to be able to offer our customers a wonderful interactive experience throughout the school holidays.”
Other marketing initiatives at Hamleys include in-store activities across four Hamleys UK stores spanning treasure hunts, competitions, parties, visits and photo opportunities with Peppa herself.
Staff at the stores will be wearing Peppa and Hamleys t-shirts during the event and the first 125 little ‘piggies’ in each store will receive a free Peppa gift.
"We are delighted to be partnering with Hamleys on this exciting marketing initiative," added Hannah Mungo, head of UK licensing at eOne.
"Peppa’s summer activity at Hamleys is a great brand building exercise and allows us to give something back to consumers who can immerse themselves in Peppa’s world and even take a selfie with Peppa herself.
"The window brings together two iconic British brands and being within walking distance from where Peppa is animated is a fantastic addition to Peppa’s ten year celebrations.”
