HOW I SEE IT
WITH her own TV show in 180 countries, she is a bigger star than Madonna. Indeed, with 12,000 licensed products and a billion-dollar retail trade (on target to double soon), she’s right up alongside British brands like Burberry and Dyson.
Not bad for a little pig not yet out of primary school.
Peppa Pig must be by far and away the most successful porker in history, easily overtaking Pinky, Perky, Babe and the Big Bad Wolf’s three lunching companions.
Peppa has certainly been a constant presence in our house for the past eight years. In fact, I don’t think a day has passed since 2007 when I have not heard that jaunty theme tune and Peppa’s bumptious tones announcing another happy adventure.
our house is cluttered with bright plastic Peppaphernalia — the doll’s house, the playground, the camper van, the bathtime boat . . . Long before my eldest could write her own name, she could point a remote control at the telly and switch on Peppa.
At any given time, day or night, some channel will be screening a repeat. She’s like a pre-school Stephen Fry.
The Hardman family were among the first punters through the doors of Peppa Pig World, the Hampshire theme park which has now welcomed three million visitors.
Like us, these people have bought the books (11 million sold) and the DVDs (ten million). Peppa is now the most popular pre- school television character everywhere, from Australia to Brazil.
But every little piggy goes to market in the end. And this one has just earned her three British creators a windfall of £47 million each.
Last week, it was announced that the trio of animators, Mark Baker, Phil Davies and Neville Astley, now in their 50s, have sold 70 per cent of their stake in Peppa to media giant Entertainment one for £140 million. Cue jokes about snouts in troughs and bringing home the bacon.
But it’s all a bit rich as far as I’m concerned — even if the deal does underline Britain’s pre-eminence in the animation industry. Because Peppa Pig and her creators have taught an entire generation that fathers are a bunch of morons.
For those unfamiliar with the programme, it revolves around Peppa, her weepy little brother George and her parents. Mummy Pig is a serious multi-tasker who works from home and is not to be messed with.