By Allison Watkinson
TLL Reporter
LEGO and Hasbro are working closely on new licensing initiatives around the popular children’s brand Peppa Pig.
The collaboration has resulted in new LEGO and DUPLO sets for Peppa Pig, and there will be new location-based entertainment options at LEGOLAND and Merlin Entertainment locations.
The LEGO Group has now unveiled its new LEGO and DUPLO Peppa Pig sets, so toddlers can immerse themselves in the colorful world of their favorite baby pig when they are released at retail this summer.
This year also marks the 20th anniversary of Peppa Pig, making it the perfect time to release the new sets, LEGO says.
“We are excited to finally reveal the LEGO DUPLO PEPPA PIG sets,” says Roberta Cardazzo, Design Manager at the LEGO Group. “They have been brought to life through an incredible team effort across both brands, where our goal was to capture the essence of the playful Peppa Pig world and offer toddlers the opportunity to re-create and role-play their favourite scenes and moments from the TV series, and in parallel support their learning and development journey through play.”
The four new sets offer great play experiences that inspire role-play and creativity, and like any LEGO DUPLO set, they have been thoughtfully designed with Learning through Play principles at their heart to provide kids with the opportunity to develop both EQ (Emotional Quotient) and IQ (Intelligence quotient) skills while playing out their stories.
For instance, when roleplaying daily routines, toddlers learn to understand feelings, strengthen imagination and creativity, as well as building relations, all while having fun.
Peppa Pig encourages kids to jump in together and explore the world around them and instils a powerful confidence to treat every first step as a new adventure, says Casey Collins, President of Licensed Consumer Products at Hasbro.
“For two decades, PEPPA PIG has taught values of confidence, friendship and individuality to preschoolers around the world,” Collins says. “These themes are carried through every touchpoint from the brand, from entertainment to live experiences, toys and more.
“Crafted specifically for little hands, LEGO DUPLO is the perfect expansion to the world of PEPPA PIG,” Collins adds. “With these colourful sets, preschoolers build foundational skills and explore the world around them with their best friend Peppa by their side.”
Children ages 2+ can now bring their favourite PEPPA PIG moments to life with the new sets:
- PEPPA PIG Garden and Tree House embraces Peppa’s joy of outdoor play. Builders can enjoy the wonders of nature, garden games and the activities that she is so fond of, role-play planting seeds and sunflowers and watering the garden with her brother George or spending time up in the tree house.
- PEPPA PIG Boat Trip allows kids to hop onboard Grandpa Pig’s incredible sailing boat with Peppa and imagine spending the day sailing on the sea or staying onshore to build a sandcastle, look for seashells or rest under the beach umbrella.
- PEPPA PIG Supermarket lets toddlers’ shop for all the ingredients on the list at the supermarket, pop them in the trolley, and purchase everything needed to make Peppa’s favourite cake.
- PEPPA PIG Birthday House invites builders to the party at Peppa’s house with Peppa and her friends Suzy and Pedro. Kids can role-play unwrapping the colourful present and serve some delicious cake to guests.
In addition to the new products, LEGO, Hasbro and Hasbro partner Merlin entertainment are offering engaging new content and play experiences that will be available for children in the near future.
The LEGO DUPLO PEPPA PIG app is also globally available for pre-order today. The app provides preschoolers with a fun and safe digital play experience where they can build, play, and learn on fun adventures with Peppa.