Celebrating 20 Years of Peppa Pig

Over the past two decades, Peppa Pig and her friends have charmed their way from the small screen into the hearts of children and families worldwide.

Evolving from a beloved British preschool series named for the titular pig into a global phenomenon, Peppa Pig boasts 10 seasons of entertainment available in more than 180 global territories and has inspired toys, theme parks, apparel, digital games, and more. There have even been A-list guest stars who have lent their voices to the show, including actor Orlando Bloom and pop star Katy Perry.

While the world has changed in many ways since Peppa’s first appearance in 2004, Hasbro has evolved the content of the animated series to include diverse characters and family units, while addressing situations kids will face in the modern world.

“At the heart of Peppa’s universal appeal is relatability,” says Esra Cafer, Senior Vice President, Global Brand Strategy & Management, Preschool & Fashion at Hasbro. “Every storyline is thoughtfully designed to reflect the real first experiences that preschoolers face, and that extends to toys, books, and experiences we deliver.”

Beyond the relatable storytelling that has helped the character’s success over the years, Hasbro has an insights and analytics team that helps determine other ways it can bring the world of Peppa to life for fans, which includes the types of branded products and experiences families are seeking and how they want to be engaged.

These insights have helped Hasbro to launch Peppa Pig into “seemingly endless formats,” says Cafer. These include a forthcoming series of podcasts with Audible and even music, as Peppa Pig’s cover of Katy Perry’s pop hit “Roar” is now available across all major music streaming platforms, including Spotify, Apple, and Amazon.

That’s not all that Hasbro has in store for Peppa’s 20th birthday. The LEGO Group is bringing Peppa and her family to the construction aisle in a new range of LEGO DUPLO building sets, while Merlin Entertainments is developing LEGO DUPLO Peppa Pig experiences at select LEGOLAND theme parks.

Kids can also celebrate Peppa’s 20th in style with inspired fashions from Mori, Trotters, and Uniqlo Baby, as well as footwear from Bums + Roses, Melissa Footwear, and others. Hasbro has also collaborated with Emma Bridgewater to unveil a delightful collection of Peppa-themed ceramic mugs, plates, and bowls.

For the final taste of what Hasbro has in store for the anniversary, fans in Europe, the Middle East, and Africa can enjoy the PEPPA PIG Official Magazine and PEPPA PIG Play Pack Magazine from Story House Egmont.

“As a preschool franchise, Peppa Pig has a natural alignment with learning and brings the fun to early years development,” explains Marianne James, Senior Vice President of Global Licensing at Hasbro. “One of the core pillars of the Peppa franchise is teaching kids to be confident as they explore their curiosity and try new things.”

According to James, when it comes to licensed products, Hasbro works with best-in-class partners to expand the potential of what they can offer.
As Peppa Pig continues to capture the hearts of millions, it does so with purpose and surprises its audience by entering new categories and continuously adapting Peppa’s communication style and the topics she speaks with viewers about.

“For example, Hasbro ensures that she is accessible to anyone from anywhere,” Cafer says. “Parents and kids can find content on most streaming and online services in a variety of lengths, including everything from 30 seconds to five- and 10-minute episodes.”

Through accessibility and evolution, Peppa Pig continues to capture the attention of parents, kids, and the industry at large.

“As time goes on, we recognize that our fans’ desires can change,” Cafer adds. “And we pride ourselves on being nimble and adaptable so we can continue to create magic through play.”

A version of this feature was originally published in The Toy Book’s 2024 Licensing & Entertainment Issue. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!