Peppa Pig to get LEGO DUPLO treatment

LEGO has teamed up with Hasbro for Peppa Pig LEGO DUPLO sets.

“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,” said Roberta Cardazzo, Design Manager at the LEGO Group.

“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. It has been a joy bringing Peppa to life in products and we hope our LEGO DUPLO PEPPA PIG will create laughs and joyful moments wherever she goes.”

The sets will also be adapted into attractions and rides in Merlin theme parks. The first experiences will launch this year in Germany and Denmark, including the world’s only LEGO DUPLO PEPPA PIG area at LEGOLAND Billund and the PEPPA PIG Park in Gunzburg in Germany.

Casey Collins, President of Licensed Consumer Products at Hasbro, said: “For 20 years, Peppa Pig has leaned into storytelling that reflects the real lives and first experiences of pre-schoolers around the world.

“With kids at the centre 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.”

Scott O’Neil, CEO Merlin Entertainments, added: “This is an exciting step forward for two of our iconic partners, whose purpose is to entertain and educate through creativity and play. 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 Gunzburg and our LEGOLAND Billund Resort, as our guests make life-long memories and learn through play.”

–

To stay in the loop with the latest news, interviews and features from the world of toy and game design, sign up to our weekly newsletter here

More Recent News

Hasbro teams with tonies for ‘Learn with Peppa’ Tonie

The Learn with Peppa Tonie explores five key areas of learning: the natural world, emotions, community, creativity and the body.

Hasbro strikes deal with Playmates to produce and distribute Power Rangers toys

“We are honoured to work with Hasbro on the reimagination of this iconic franchise’s toy line for long-time fans and a new generation of children,” said Karl Aaronian, Playmates’ SVP of Marketing.

Moose Toys debuts Despicable Me collection, including ‘Ultimate Fart Blaster’

“There are a number of ‘firsts’ in this new line that are sure to amuse and entertain fans of all ages,” said Joe Smith, vice president of global and U.S. marketing, licensed brands, Moose Toys.

WildBrain CPLG details Playmobil collabs with Zara, Lyle & Scott and more

“These new collaborations demonstrate the brand’s longstanding reputation for quality and creativity,” said Meike de Vaere, VP Partnerships & Business Development at WildBrain CPLG.

Kids Industries launches suite of services aimed at helping brands “unravel the mysteries of fandom”

“For brands seeking to unravel the mysteries of fandom and unlock unprecedented growth opportunities, this promises to be a game-changer,” said Gary Pope, CEO at KI.

WiT details 2024 WiT Foundation Scholarship

“This program advances WiT’s commitment to foster an industry culture where every woman can thrive,” said Angelina Castro and Kristin Lecour, WiT Scholarship Co-Chairs.