King Bee has been appointed the master toy licensee for the popular pre-school property as Peppa Pig makes its Chinese debut.

Peppa Pig is heading to China for the first time as Entertainment One Licensing secures new toy and publishing partners in the region.

King Bee has been appointed as the master toy licensee for Peppa Pig in the territory.

Meanwhile, Penguin China will work to build the Peppa Pig publishing category through bilingual and local languages with a variety of published titles.

Products will begin to rollout at key retail channels from July this year.