The LEGO Group and Hasbro are collaborating to launch LEGO DUPLO Peppa Pig products later this year, along with new theme park attractions though Merlin Entertainments.
Peppa Pig, the preschool animated series, is owned by toy giant Hasbro – but in another collaboration with the LEGO Group, is coming to LEGO DUPLO. Peppa Pig is the third link up between the two rivals, following Transformers and Dungeons & Dragons.
“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 at 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. 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.”
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The first opportunity to see DUPLO Peppa Pig will be at LEGOLAND Billund Resort, which is owned and operated by Merlin Entertainments. An entire Peppa Pig park will open in Gunzburg, Germany, next to LEGOLAND Deutschland.
“For 20 years, PEPPA PIG has leaned into storytelling that reflects the real lives and first experiences of preschoolers 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,” says Casey Collins, President of Licensed Consumer Products at Hasbro. “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, CEO 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 life-long memories and learn through play.”
LEGO DUPLO Peppa Pig products are expected to launch later this year.