(Yicai Global) Dec. 17 -- Entertainment One UK, which has the rights to Peppa Pig brand, has stepped up its measures to stop counterfeits of the preschool cartoon character from circulating in China. The company is preparing to open its second and third related theme park in China next year.  

Entertainment One UK has deleted nearly 100,000 links for products on Chinese e-commerce platforms and removed more than 4,000 online videos this year, the London-based company said in a statement last week. 

The firm will partner with British tourist attraction operator Merlin Entertainments Group to build two Peppa Pig theme parks in China in 2019. The first theme park has already opened in Shanghai.

The company has joined Alibaba Group Holding's anti-infringement community and cooperated with JD.Com and Tencent Holdings' WeChat to tackle the problem of plagiarism. Video platforms Youku, iQiyi and Tencent Video were also on the list. 

Chinese law enforcement agencies have also supported Entertainment One to crack down on illegal manufacturers, wholesalers, print shops and retail outlets and seized more than 600,000 Peppa Pig products.

Entertainment One has filed civil lawsuits against unauthorized use of Peppa Pig's logo and image in products including games and so far has won nearly 50 of these lawsuits which are worth tens of millions of Chinese yuan in total.

Peppa Pig entered the Chinese market in 2015, and the pink animation character has become the biggest breadwinner for Entertainment One in China this year, according to the firm's earnings report. Profits from home entertainment and branding rose 48 percent this year, which was 43 percent of the whole year's gains. The Chinese market makes up 31 percent of all Entertainment One's retail sales in Asia.

Editor: Emmi Laine