LEGO has been no stranger to brand tie-ins of late, and they have added another popular TV character to their line-up. The Danish company is teaming up with Hasbro Entertainment to produce DUPLO sets featuring Peppa Pig and her friends. Peppa has been a mainstay of children’s TV for 20 years as of 2024, and the collaboration will see sets released in the Duplo line aimed at toddlers and pre-schoolers. Merlin Entertainment, custodian of the LEGOLAND parks, is also being brought into the fold. In LEGO’s hometown of Billund, the LEGOLAND park will get its own Duplo Peppa Pig play area. Meanwhile, LEGOLAND Deustchland in Gunzburg, Germany, will get a new neighbour in the form of a Peppa Pig-dedicated theme park. More details on the sets are slated to come later on this year.
What do you make of this news? Have a read of the press release below, and let us know what you think in the comments!
Here is the press release from LEGO:
Billund, January 23rd, 2024: A delightfully unexpected mashup of companies founded in fun and play is now revealed between the LEGO Group, Hasbro and Merlin Entertainments, who are coming together to bring a truly joyful and beloved character to life in LEGO® DUPLO® form – PEPPA PIG!
Just in time for PEPPA PIG’s 20th anniversary, the companies are celebrating everyone’s favorite piggy with new experiences for toddlers. With a shared commitment to create and deliver great play experiences to children all around the world, the three brands will introduce new ways for preschoolers to engage with the much adored and globally celebrated PEPPA PIG character, known for her little snorts, giggles and love of jumping in muddy puddles.
“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.”
The exciting collaboration will see PEPPA PIG come to life in LEGO DUPLO form for the very first time in LEGO products, as well as incredible 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 brand-new PEPPA PIG Park in Gunzburg in Germany, situated next to LEGOLAND® Deutschland Park. The theme park experiences will bring to life the LEGO DUPLO PEPPA PIG sets, iconic scenes, and characters from the TV show in real-life PEPPA adventures.
“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 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,” said 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.”
Since the beloved animated television series first premiered in 2004, PEPPA PIG has encouraged kids to jump in together and explore the world around them. With their best friend Peppa by their side, preschoolers have the confidence to treat every first step as a new adventure – from the everyday to the epic. Now in its 10th season, the PEPPA PIG animated television series has been running for 20 years in over 180 territories. Globally successful, the brand connects with consumers across every touchpoint, from entertainment and retail to theme parks, touring shows and so much more.
Scott O’Neil, CEO Merlin Entertainments, said: “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 Gunzberg and our LEGOLAND Billund Resort, as our guests make life-long memories and learn through play.”
Stay tuned for the full reveal of LEGO DUPLO PEPPA PIG products coming soon: www.LEGO.com/duplo or find inspiration and play tips here: www.LEGO.com
YES!! …seriously though, if this had been about 5-8 years ago, we would have been all over it. I’m sure it will do well, and I’m glad to see Lego investing in more girl products.
Stop playing games Hasbro. Give us D&D LEGO sets.
The question is… will Peppa’s minifig have two eyes or four…?
Considering what Hasbro has done over the past 20 years, I am openly disgusted that TLG would associate with them at all.
TLG should be moving away from openly destructive companies and associations. They should be cutting all association with Disney, not increasing their roster of malicious companies they work with.
I would have preferred they’d kept making “Transformers” sets; I was hoping Optimus was but a first of many, but I guess he was a one-off. Rather disappointing.