Hasbro has unveiled a collaboration with Team GB in the U.K. that will see “Peppa Pig” join the British Olympic team as a special children’s ambassador.
“Big Inspiration for Little Piggies” is a new campaign designed to get the nation’s kids moving and into the spirit of the Olympics by cheering on their favorite national athletes. The campaign will be underpinned by a roster of live events, retail activations, digital content and bespoke merchandise. The partnership aligns with the Olympics in Tokyo, Japan which was recently rescheduled from 2020 to 2021.
“With a year to go until the Olympics there couldn’t be a better time to inspire young kids and their families to get active,” says Marianne James, vice president EMEA consumer products, Hasbro. “Our ‘Big Inspiration for Little Piggies’ campaign is a great opportunity to tap into the enormous interest surrounding the Olympics to both support the Team GB athletes and nurture a lifelong love of sports in the younger generation that will leave a lasting legacy.”
Partners are lining up to produce exclusive new consumer products across categories including toys, apparel and accessories, stationery, home gifting and publishing. The campaign will span multiple touchpoints with a brand-new bespoke style guide featuring new designs that put Peppa and all her friends right into the action with unique sporting outfits and active wear to inspire a range of Team GB licensed merchandise for children.
New branded content is also being developed across digital channels that will harness the popularity of “Peppa Pig” and Team GB by encouraging children and families to take advantage of the global sporting event and promote an active, healthy lifestyle.
Throughout summer 2021, Hasbro will be readying a packed calendar of interactive marketing activities for the campaign as well. The activities will see “Peppa Pig” model her very own Team GB kit at various events across the country, sports-related meet-and-greets, experiential displays, retail activations and fun competitions hosted at multiple locations.
The collaboration will kick off with a digital presence in Team GB’s inspired community campaign “I Am Team GB” for the rest of the month.
For the “Peppa Pig” brand the partnership extends its recently slate of collaborative campaigns. eOne teamed with VisitEngland for a tourism campaign in January.