‘Peppa Pig: Surprise Party’ Immersive Show Announced by The Everywhere Group, Hasbro

The Everywhere Group has announced a licensing partnership between its immersive events arm, Immersive Everywhere, and Hasbro. This collaboration enables Immersive Everywhere to bring to life one of the world’s biggest entertainment brands, “Peppa Pig,” and turn it into an immersive live experience – “Peppa Pig: Surprise Party.”

Set to launch in spring/summer 2024, “Peppa Pig” will be the first preschool property in the U.K. to enter the immersive sector with an interactive theatrical storyline, branded F&B offering, dedicated retail space and exclusive merchandise.

“We are thrilled and honored to be partnering with Hasbro to create an immersive experience for one of the world’s best known and most loved brands, ‘Peppa Pig,’” says Mark Hurry, joint chief executive officer, The Everywhere Group. “By expanding beyond traditional theatre and venturing into diverse locations such as shopping centers and theme parks, we are revolutionizing the way brands engage with their audiences and creating truly unforgettable experiences. The success we achieved in 2022 and the projected growth for the upcoming years are a testament to our dedication to delivering unparalleled entertainment.”

“The Everywhere Group’s work in the live immersive entertainment space is truly impressive, and we are confident they will bring a unique and fun experience to life for Peppa’s littlest fans and their families in her home market, the U.K.,” says Matt Proulx, vice president, location-based entertainment, Hasbro. “With the brand’s 20th anniversary in 2024, ‘Peppa Pig: Surprise Party’ is just one of the many ways we’re opening fan experiences and celebrating the phenomenon that is ‘Peppa Pig.’”

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Matt Proulx will take the stage with David Hutchinson, chief executive officer, The Path Entertainment Group, at Brand Licensing Europe on Wednesday, Oct. 4 to co-present “Passing GO: Bringing the world’s #1 board game to life,” which will discuss the “Monopoly: Lifesized” experience.