Entertainment One Licensing (eOne) is celebrating 10 years of Muddy Puddles with a major brand initiative in partnership with Hamleys. There will be a themed window display at the iconic Regent Street branch and in-store events across four Hamleys stores. Hannah Mungo, Head of UK Licensing at eOne said, “We are delighted to be partnering with Hamleys on this exciting marketing initiative. 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 10 year celebrations.” The Peppa Pig window – which will run from this week until September – will feature Peppa’s world with theme park styling and 3D characters. Character Options will also be showcasing their new Ben and Holly’s Little Kingdom toy range in the window which can be found in the stores now. Other marketing initiatives include in-store activities across four Hamleys UK stores featuring Peppa Pig treasure hunts, competitions, Peppa themed parties in Hamleys party rooms and visits and photo opportunities with the iconic pink pig herself. Staff will be wearing bespoke Peppa and Hamleys t-shirts during the event and the first 125 little ‘piggies’ in each store will receive a free Peppa gift. Grant Yuill, Marketing Support Manager, Hamleys adds, “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. 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.” Key licensees will be featured in the window with product from Character Options, TY, HTI, Trademark, Ladybird Publishing and Golden Bear within the display.