This uptick in the adorable pig's profitability is due in large part to a new US distribution deal with ties to Wal-Mart stores. Peppa first came to the United States in 2011, when her brand's co-owners, Astley Baker Davies in the UK and Entertainment One in Canada, entered into a licensing agreement with Fisher-Price. Mattel, the parent company of Fisher-Price, made Peppa Pig merchandise available exclusively in US Toys 'R Us stores. Since 2011, Peppa's popularity has continued to grow, particularly in the UK and in Europe, but also in the United States. The initial merchandising deal with Fisher-Price is set to expire at the end of 2014, and Entertainment One has signed a new deal with Jazwares, a company best known for its licensing and distribution of toys related to Minecraft, a popular online game.