By Allison Watkinson
TLL Reporter
To celebrate Peppa Pig’s 20th anniversary, Hasbro, Merlin Entertainments and LEGO Group are launching new Peppa Pig LEGO Duplo sets and experiential attractions.
The three companies intend to introduce new ways for preschoolers to engage with the Peppa Pig brand through co-branded products, location-based experiences and more.
The LEGO DUPLO brand is a toddler-friendly LEGO product line that features LEGO bricks that are twice the size of traditional LEGO products.
The Peppa Pig x LEGO DUPLO play sets will feature licensed characters, locations and items that are inspired by Hasbro’s long-standing Peppa Pig preschool franchise.
“Peppa Pig is hugely popular and LEGO fans have been asking us to do a partnership for years, it was only natural that the world’s most popular pig needed to come to life in buildable LEGO sets, so we are excited to finally make that happen with the amazing team at Hasbro,” said the LEGO Group DM, Roberta Cardazzo. “Peppa is known for her confidence, ability to express herself and adopt new skills. She handles everyday tasks and obstacles with curiosity and charm and inspires children to be patient and learn to share. Toddlers can be creative with the Peppa sets and play out stories with the iconic figures, while they learn about caring for nature, friendship, and daily routines,” added Cardazzo. “It has been a joy bringing Peppa to life in products and we hope our LEGO DUPLO Peppa Pig will create laughs and joyful moments wherever she goes.”
Merlin Entertainments is also developing new themed park rides and attractions for the brand such as a Peppa Pig Park in Gunzburg, Germany, that is located next to LEGOLAND Deutschland, as well as a LEGO DUPLO Peppa Pig area at the LEGOLAND Billund location.
“This is an exciting step forward for two of our iconic partners, whose purpose is to entertain and educate through creativity and play,” said Merlin Entertainments CEO, Scott O’Neil. “We’ve partnered with the LEGO Group for over eighteen years and the power of the brand, across borders and ages, is unparalleled. We’re really proud to bring Hasbro’s Peppa Pig to life with the DUPLO brand, beginning with our new Peppa Pig Theme Park in Gunzburg and our LEGOLAND Billund Resort, as our guests make life-long memories and learn through play.”
The upcoming theme park experiences will feature design elements from the new LEGO DUPLO Peppa Pig build sets, in addition to scenes and characters from the Peppa Pig TV show.
“For 20 years, Peppa Pig has leaned into storytelling that reflects the real lives and first experiences of preschoolers around the world,” said Hasbro president, Casey Collins. “With kids at the center of the brand, we recognize the importance of working with best-in-class partners to deliver toys and experiences tailored to her littlest fans. LEGO Group and Merlin share in Hasbro and Peppa’s goal of designing play experiences specifically for little ones, giving children the confidence to treat every first step as a new adventure and confidently jump into all of life’s muddy puddles.”
Since it first premiered in 2004, Hasbro’s Peppa Pig animated series has grown to include ten seasons that air in over a hundred and eighty territories worldwide.