MADRID – Underscoring the vitality of the brand, plus perceived merchandising opportunities in Latin America’s burgeoning pre-school market, Entertainment One (eOne) has re-upped with Discovery Kids for Latin America rights to seasons three to six of hit Brit pre-school toon series “Peppa Pig.”

Created by Neville Astley and Mark Baker for Astley Baker Davies, “Peppa Pig” was launched this year in Latin America on Discovery Kids.

The eOne-Discovery Kids deal renewal on the worldwide-selling “Peppa,” about the daily goings-on of a somewhat bossy little girl pig and her family, comes as its licensing agents for Latin America, Exim and Mexican TV giant Televisa, have struck a wide-range of merchandising deals, from pan-regional to single territory, which take in toys and games, publishing, apparel, accessories and back-to-school sets.

The licensing agreements point to a bigger picture of fast building pay TV in Latin America, whose ownership is a status symbol among the continent’s swelling lower middle-classes. Even by year-end 2012, Brazil rated as the seventh biggest pay TV market in the world with 16.2 million feevee households, more than South Korea (16.1 million) or the U.K. (14.4 million), per Digital TV Research.

Broadcasting on Discovery Kids, which is carried by Dish Network in Mexico, Net TV for Brazil and DirecTV across Latin America, “Peppa “Pig is well positioned to cash in.

In one of its widest-ranging licensing deals, veteran education publishing house Santillana will drive a pan-regional launch of pre-school books in Chile, Argentina, Uruguay, Paraguay, Peru, Bolivia, Colombia, Ecuador and Venezuela from this month.

Publishers Moderna and IBC will launch Peppa books and magazines in December in Brazil where toy partner Estrela will link with Lojas Renner for apparel in February. Party supplies, greetings cards, puzzles, games and personal care products follow.

In Chile, Italtoys will launch backpacks, stationary and arts and crafts from March 2014, Titanio watches and lunch-ware from May.

In just one other of multiple merchandising campaigns which are gathering momentum in Latin America, from September in Mexico, IMC Toys, Play by Play and Fotorama will retail “Peppa Pig” toys, games, plush and backpacks.