China’s First Peppa Pig Play Café Opens

Hasbro and China Leisure Developmen will open the first Peppa Pig Play Café on the 3rd floor of Hall B in Binjiang Yintai Shopping Center.  

Peppa Pig Play Café consists of 1,100 square meters with six immersive Peppa Pig settings that integrate themed dining and over a dozen play attractions, targeting kids aged 2-5 and their families. The Play Café features six classic scenes in Peppa Pig's world: Potato City, Forest, Grandpa Pig's Garden, Rebecca Rabbit's Burrow, Train and Peppa Pig’s Family House. With fun dining experiences, the Play Café allows guests to take a break from play and indulge in food to refuel, while feeling like they’re in the world of Peppa. Inside the play café, guests can meet and take photos with Peppa and George, and live chat with Peppa on the screen at their dining booth. 

“We are excited to be teaming up with Hasbro to bring the beloved ‘Peppa Pig’ brand to the China market in a Play Café format,” says Linda Dong, president, China Leisure. “With recent policy changes in the education sector, we see a shift in consumer spending towards kids’ entertainment while shopping malls are looking for replacements for anchors vacated by large education institutions. The Play Café format, where kids can play while their family members can relax and enjoy a meal, has been growing in popularity and we see tremendous opportunity in this space.” 

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The Play Café also offers guests to experience Peppa Pig's favorite things to do, including jumping in muddy puddles, dressing up in the wardrobe at the Clubhouse, going down the spinning slide to the Duck Pond, digging and growing vegetables in Grandpa Pig’s Garden and celebrating a birthday in Peppa Pig's Family House. 

“Peppa Pig is such an adored brand among preschoolers and their parents, so we are thrilled to be bringing this type of immersive, play experience to Peppa fans in China with our partner, China Leisure Development,” says Matt Proulx, vice president, location-based entertainment, Hasbro. “The new Peppa Pig Play Café is going to enable play amongst families all while building memorable dining experiences in the very lovable Peppa way. This experience is a great illustration of what we’re always trying to do with our brand blueprint strategy – find more and meaningful ways for fans and families to experience our brands.” 

Hasbro is exhibiting at Brand Licensing Europe 2022. Find more info here.