Pig New World: Peppa Pig’s Evie-lution Begins

Peppa Pig’s world just got bigger — and a little bit messier. This summer, Hasbro introduced Evie, Peppa’s baby sister, kicking off a fresh chapter for preschool’s cheekiest pig.

“The introduction of Evie marks a transformative new chapter for Peppa Pig, and it’s something we’ve been building toward for quite some time,” says Esra Cafer, Senior Vice President, Global Brand Strategy & Management, Preschool & Fashion at Hasbro. “Coming off the heels of the brand’s 20th anniversary, we recognized a meaningful opportunity to evolve Peppa’s world while staying anchored in the warmth, humor, and relatability that families have always loved.”

Evie wasn’t added for novelty. “For years, audiences have speculated on whether Mummy and Daddy would welcome a third little piggy, and we’ve heard from our fans that they want stories with more emotional depth. The idea of a baby sibling gave us a way to explore that by reflecting the rhythms and realities of modern family life,” Cafer says.

The rollout took 18 months of careful planning, with storytelling, product, marketing, and global experiences built in tandem. Hundreds of team members, many parents themselves, contributed insight. “From the emotional complexities of sibling adjustment to the joy — and chaos — of welcoming a new baby, that insight helped us ground the entire campaign in emotional truth,” she notes.

Evie’s debut was a masterclass in narrative pacing. Mummy Pig’s pregnancy reveal aired on Good Morning Britain, followed by a playful podcast with Kylie Kelce. A gender reveal lit up London’s Battersea Power Station, retail exclusives hit Walmart and Smyths Toys, and the story climaxed with Peppa Meets the Baby. This cinematic event invited families to celebrate Evie together on the big screen.

Modern storytelling, she explains, is about balancing humor and preschool first experiences with today’s emotionally aware families. “Whether it’s managing big feelings, navigating sibling dynamics, or celebrating the beauty in everyday messiness, we aim to reflect parenting and childhood in ways that feel real and reassuring, but always with a cheeky wink.”

Top: A new baby means big changes, including Peppa’s Big Family Car (center). The Walmart-exclusive Oinks & Snuggles Evie Doll (left) is hailed as a “standout,” while Peppa parties with preschoolers in the real world thanks to a collaboration between Hasbro, Merlin Entertainments, and CAMP. | Source: Hasbro

Evie introduces a way to explore the daily rhythms of family life through play. The Peppa Family of Five figure set now includes Baby Pig in a wearable carrier. Hasbro designers updated the Big Family House and Big Family Car with cradles, highchairs, bedrooms, and baby car seats. Walmart’s Oinks & Snuggles Evie doll — “a standout,” according to Cafer — features more than 20 sounds and accessories, so preschoolers can step into big-sibling roles.

The narrative stretches beyond toys, too. “From music like ‘E.V.I.E.’ and How Big Is the Baby Now? to Scholastic’s Peppa Pig: The Biggest Sister … home goods, dinnerware, and apparel,” the story touches every corner of Peppa’s world,” Cafer explains. “We’re giving families new ways to celebrate this moment at every touchpoint.”

Fall and holiday activations tie story and shopping together. Walmart and Smyths Toys helped launch key narrative moments, while CAMP brings immersive experiences this season.

“Our collaboration with CAMP allows families to step through the Magic Door and enter an immersive, party-themed Peppa world, complete with muddy puddles, party prep activities, and a live character reveal of Baby Evie. It’s a hands-on way to let kids feel part of Peppa’s evolving story.”

Innovation comes with responsibility. “Peppa is beloved by preschoolers and trusted by parents. That makes her a powerful role model, and we take that responsibility very seriously,” Cafer notes. “We’re not trying to reinvent Peppa. We’re building on her strengths to make the brand more reflective of today’s world.”

The brand’s mission remains unchanged: to help preschoolers feel confident, curious, and seen. However, the brand’s delivery of that is evolving through new characters, richer storylines, and immersive experiences.

“We’ll continue to listen closely to parents and kids, to reflect the world they’re living in, and create moments that feel real, funny, and full of heart,” Cafer says. “Because no matter how the brand evolves, Peppa will always be that first best friend — guiding kids through the messiness and magic of growing up, one muddy puddle at a time.”

In other words: Peppa Pig isn’t just growing up — she’s growing with her audience. Evie brings a new layer of family, fun, and messy joy. From storytelling to play, from live events to retail activations, Hasbro is making sure every preschooler can see themselves in Peppa’s world. Muddy puddles, giggles, and all.

A version of this feature first appeared in the 2025 LA Fall Toy Preview Issue of The Toy Book. Read the full issue here!

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