“Peppa Pig” is latest character to join the company’s product portfolio at London Toy Fair.

License Global

January 23, 2024

2 Min Read
Peppa Pig x LEGO Duplo teaser, The LEGO Group
"Peppa Pig" x LEGO Duplo teaserThe LEGO Group

The LEGO Group, Hasbro and Merlin Entertainments have announced a partnership that will see “Peppa Pig” come to life in LEGO DUPLO form. The announcement was made at London Toy Fair, ahead of “Peppa Pig’s” 20th anniversary.

“‘Peppa Pig’ is hugely popular and LEGO fans have been asking us to do a partnership for years; it was only natural that the world’s most popular pig needed to come to life in buildable LEGO sets, so we are excited to finally make that happen with the amazing team at Hasbro,” says Roberta Cardazzo, design manager, The LEGO Group. “Peppa is known for her confidence, ability to express herself and adopt new skills. She handles everyday tasks and obstacles with curiosity and charm and inspires children to be patient and learn to share. Toddlers can be creative with the Peppa sets and play out stories with the iconic figures, while they learn about caring for nature, friendship and daily routines.”

Alongside “Peppa Pig” LEGO and LEGO DUPLO sets, the collaboration will also see Peppa-themed attractions and rides in Merlin theme parks. The first experiences will launch this year in Germany and Denmark, including a LEGO DUPLO “Peppa Pig” area at LEGOLAND Billund and at “Peppa Pig” Park in Gunzburg, Germany.

“For 20 years, ‘Peppa Pig’ has leaned into storytelling that reflects the real lives and first experiences of preschoolers around the world,” says Casey Collins, president, licensed consumer products, Hasbro. “With kids at the center of the brand, we recognize the importance of working with best-in-class partners to deliver toys and experiences tailored to her littlest fans. LEGO Group and Merlin share in Hasbro and Peppa’s goal of designing play experiences specifically for little ones, giving children the confidence to treat every first step as a new adventure and confidently jump into all of life’s muddy puddles.”

“This is an exciting step forward for two of our iconic partners, whose purpose is to entertain and educate through creativity and play,” says Scott O’Neil, chief executive officer, Merlin Entertainments. “We’ve partnered with the LEGO Group for over 18 years and the power of the brand, across borders and ages, is unparalleled. We’re really proud to bring Hasbro’s ‘Peppa Pig’ to life with the DUPLO brand, beginning with our new ‘Peppa Pig’ Theme Park in Gunzberg and our LEGOLAND Billund Resort, as our guests make lifelong memories and learn through play.

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