Entertainment One’s stock price is up about 6.8% in London trading after Bloomberg reported that investment firm KKR and others might bid for the TV and movie distributor whose properties include The Mark Gordon Company and cartoon character Peppa Pig.

That raises the possibility of a bidding war after eOne last week rejected a takeover approach from UK broadcaster ITV that valued the global film and TV indie at about £1 billion ($1.3B).

A KKR offer would beat that, Bloomberg says.

ITV said at the time that its offer represented a 19.3% premium over eOne’s share price of 197.90p on August 8 2016, the last business day preceding the proposal.

Shares in ITV have fallen almost 30% in 2016; it was hit following the Brexit vote in June when many believed that it could be a takeover target.

More than 80% of eOne’s sales are outside Britain making it an attractive target for ITV given post-Brexit uncertainty, Investec analysts said last month, per the BBC.

In September, eOne acquired a 70% stake in Peppa Pig producer Astley Baker Davies worth $212M, while the company also acquired a majority stake in the prolific Mark Gordon Company at the start of last year.

A move to acquire eOne falls in line with ITV’s strategy of increasing its ownership of content in order to reduce its reliance on advertising revenue. EOne’s rights library is exploited across all media formats and includes more than 100,000 hours of film and TV content and approximately 40,000 music tracks.