Peppa’s got the brand power

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Certain TV channels must be kicking themselves that they didn’t take a punt on Peppa – and quite frankly, who can blame them?

Who would’ve thought that a slightly odd-looking pig could capture the hearts of so many children (and parents)? It’s saved me countless hours of traipsing up and down aisles in search of birthday delights for my niece and nephew. Its everyday presence is astonishing – turn the television on and it’s on back-to-back; slot in the DVD and you can watch it whenever and wherever you like. You name it, there’s a Peppa version of it: toys, clothing, lunch boxes, a UK stage tour and even a theme park. You’ve got to respect the power of a brand that has captivated so many under fours.

As millions of American children await the delights of Peppa and George – following today’s announcement by Fisher Price that it’s signed a US merchandising deal with the makers – I sit and wonder what makes a brand go from being popular to extraordinary?  

The children’s market, like many others, is saturated with characters all vying for the attention of their highly impressionable audience. As an aunty, I’ve bumped into brands like Princess Holly, Dora the Explorer and even the slightly more controversial Rastamouse. Each has achieved success, but none has cut it quite like Peppa.

For me, it’s the simplicity of the concept. In a world of high definition, 3D and interactive games, it’s the two-dimensional animation that has proved a winner. The makers have shown that by understanding their audience and delivering the brand in every commercially-viable format imaginable, even a pencil-drawn pig can make millions worldwide. Now where’s my sketch pad?