How Peppa Pig Stays on Top of Consumers’ MindsHow Peppa Pig Stays on Top of Consumers’ Minds

Since consumer preferences are always evolving and competition is constantly expanding, one of the most challenging things for brands to do in the licensing industry is to maintain relevance, even more so in the preschool marketplace.

However, as Peppa Pig – an intellectual property of Hasbro – celebrates its 20th anniversary this year, the preschool brand illustrates that changing consumer trends and industry competition are not obstacles it can’t overcome.

One of the reasons Peppa Pig has seen so much success over the years is because it prioritizes crafting a purpose-driven brand identity. In other words, Peppa Pig doesn’t just sell products, it brings its fans and their families comfort, has positive messaging and teaches children about everyday topics.

But purpose-driven branding is not the only strategy Hasbro uses to stay at the forefront of consumers’ minds; choosing the right partners, communicating with its audience in a way they can understand and expanding the brand to adjacent categories, such as music, have been just as important over the years.

Recently, License Global had the opportunity to sit down with Hasbro to discuss 20 years of Peppa Pig and take a look at the licensing strategies it uses to engage consumers and maintain year-over-year growth.

Cover of “Roar!” single and “Let’s Jump In!” album cover, Hasbro

Having More than Meets the Eye

“Peppa Pig” is a British preschool television series that has grown into a global brand. The series follows Peppa, a cheeky little piggy who lives with her family – younger brother, George, Mummy Pig, Daddy Pig and her diverse community of friends. Together, they show how to approach some of life’s first experiences, such as learning to read or going to the dentist with curiosity and enthusiasm.

By focusing on the brand’s authentic purpose, “Peppa Pig” has been able to engage with its audience and other brands on a more intimate level. This has led the brand to be presented with unique opportunities, such as collaborations with LeapFrog, LEGO Group and Mori, which have helped expand the property’s brand awareness, build additional revenue streams and new audiences.

Beyond Television

Another one of the ways the Peppa Pig brand continues to capture consumers’ attention is by breaking into different categories beyond the usual apparel, toys and games.

But, more recently, Hasbro has been growing Peppa Pig’s presence in the music space, which helps the brand maintain a powerful cultural relevance and makes the brand experience even more memorable. In September, Hasbro released Peppa Pig’s fourth studio album, “Let’s Jump In!: The Album,” which consists of seven upbeat songs. Produced by Hasbro and Sony Magic Star, this album was inspired by the brand’s evergreen tagline, “Let’s Jump In!” that communicates the brand’s purpose to inspire confidence in preschoolers.

“Music is such an important part of Peppa Pig, so we’re delighted to deliver another album that excites Peppa’s fans about the world around them,” says Matt Proulx, senior vice president, global experiences, partnerships and music, Hasbro.

Available on all streaming platforms, including Spotify, Apple Music and Amazon Music, one of the new songs that fans can listen to is a cover of Katy Perry’s 2013 global single, “Roar.” Marking the first time that Peppa Pig has released a cover song, “Roar!” is about finding your voice, knowing yourself and standing your ground, no matter how big or small you are. This cover follows Katy Perry’s voice talent debut as Ms. Leopard in a new three-part special, “Peppa Pig Wedding Special.”

“This song is infectious, and it is a really great way for parents to have fun and make memories with their kids,” says Esra Cafer, senior vice president, global brand management, preschool and fashion, Hasbro.

Casey Collins, president, licensed consumer products, also notes the brand is just scratching the surface of the music industry, and the licensing industry can expect to see even more music, as well as podcasts to be released in the remainder of this year and in 2025.

Peppa recording “Let’s Jump In!” album, Hasbro

Knowing How to Communicate 

Not only does Peppa Pig have a purpose and surprises its audience by entering new categories, but the brand also continuously adapts the character’s communication style and the topics she addresses with her audience.

For example, Hasbro ensures that she is accessible to anyone from anywhere. Parents and kids can find Peppa Pig on Netflix Kids (where it is No. 1 in the U.K. and the U.S., according to Hasbro), Amazon Prime, Disney+ and YouTube. From 30 seconds to five- and 10-minute episodes, the content is delivered in a variety of lengths to capture the attention of all kids, ages two and up.

Hasbro has also evolved the content of the television series to include different types of family units, differently-abled character representations and addresses situations children may face in our modern world.

“It is important for us to truly reflect the world that preschoolers see around them,” says Cafer. “Whatever young kids are experiencing in their own life, they will see [Peppa] experiencing on screen.”

Peppa dancing with her friends, Hasbro

Partnering with the Right Companies

The last ingredient Hasbro’s Peppa Pig uses to maintain its success is taking the time to find partners who will communicate honestly, give feedback, follow the guidelines of Peppa Pig’s brand strategy and stay true to its overall mission in the marketplace. Collins explains Peppa Pig works with fewer licensees and partners than they have ever had in the past.

“We have become more selective of whom we partner with,” says Collins. “We want to collaborate with companies that think outside of the box and that want to invest time to understand what Peppa Pig’s DNA is about.”

Collins also states that no matter how long a brand has collaborated with a company, a brand should never be afraid of changing things up. For instance, when Hasbro was making its plan to expand Peppa Pig more into music, Collins realized the brand needed new blood to get a fresh perspective on a music strategy. Eventually, Peppa Pig and Sony Magic Star’s paths crossed.

“We could not have asked for a better music partner,” says Collins. “From the moment we saw their presentation to the strategy they laid out, Hasbro has felt their passion and excitement for everybody’s favorite pig.”

Something is Always on the Horizon

All in all, Peppa Pig’s strategies empower the brand to continuously innovate, giving it the ability to define preschool consumer trends and demands rather than follow them. With tremendous growth and longevity in its past and future, licensing professionals should look toward Peppa Pig as a pioneer in the preschool space.

This article was taken from the May 2024 issue of License Global. Read the full issue here.