Hasbro details Peppa Pig development that George is moderately deaf

Hasbro has detailed a Peppa Pig storyline that reveals Peppa’s younger brother George to be moderately deaf.

“For more than 20 years, Peppa Pig has grown alongside families around the world, and George’s evolution reflects that journey,” said Esra Cafer, Hasbro’s SVP of Franchise Strategy and Management, Preschool & Fashion.

“George has grown from Peppa’s curious little brother into a character with his own voice and experiences. As he enters this next phase of his development, we continue to celebrate joy, growth and confidence, reminding every child that there’s a place for them in Peppa’s world.”

To ensure the storyline accurately and sensitively reflects the experiences of deaf children, Hasbro worked in partnership with the National Deaf Children’s Society and Camilla Arnold, a deaf executive producer and script consultant. National Deaf Children’s Society contributed early guidance on the portrayal of deafness, including different types of hearing loss and appropriate support. Camilla advised the production team on language, tone and authentic family representation for preschool audiences.

Hasbro has also entered into a broader partnership with the National Deaf Children’s Society that will see Hasbro support the charity through fundraising initiatives. Hasbro is also working with the Hearing Loss Association of America to support its mission of building awareness and community for people with hearing loss in the United States. Through its partnerships with the National Deaf Children’s Society and HLAA, Hasbro will offer resources for parents on the PEPPA PIG Muddy Puddle Parenting YouTube channel.

Short-form digital content via PEPPA PIG Tales on YouTube will roll out from February 6th looking at the family’s experiences leading up to George’s diagnosis, including a first-ever episode told from George’s audio perspective. New Season 11 episodes will continue George’s story, beginning with his diagnosis. In an episode entitled ‘Hearing Test’.

As part of the inclusivity of George’s storyline, Hasbro has made Peppa Pig content more accessible to the deaf community with the PEPPA PIG Sign Language for Kids YouTube channel, featuring episodes interpreted in both British Sign Language (BSL) and American Sign Language (ASL).

The first product to feature George with his hearing aid – the PEPPA PIG Joke & Sing George Figure – is available now at Amazon.

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