October 9 – Hasbro and the Football Association of England have signed a multi-year partnership that brings Peppa Pig to the world of English football.
The licensing program will launch in the summer of 2027 and will span original content, consumer products, retail and publishing.
Former England midfielder Jill Scott will voice a new character, Libby Lioness, in new content designed to introduce football to preschoolers.
“Bringing Peppa Pig and England together is a really exciting time for the brand,” said Esra Cafer, senior vice president of strategy and franchise management, preschool and fashion at Hasbro. “Both celebrate confidence, resilience, friendship and the courage to try something new, making it natural. With original content, consumer products and retail all working together, we’re creating meaningful ways for young fans and families to connect with the game in a uniquely Peppa Pig way.”
Marvin Farrell, Head of Licensing at the FA, said: “England teams have inspired generations of young fans, and this initiative gives us an exciting new way to connect with children and families through one of the world’s best-loved pre-school brands. We are delighted to bring the spirit of England and the world of Peppa Pig together through content and products in 2027 and beyond.”
Content includes a two-part Peppa Pig broadcast special, exclusive episodes of Peppa Pig Tales on YouTube and branded digital media.
For retailers and licensees, the program covers toys, plush, sporting goods, clothing and accessories, supported by advertising and promotional campaigns.
Hasbro describes the campaign as one of Peppa Pig’s most ambitious partnerships yet, with content and products designed to work together from screen to store.
The deal gives the FA access to a pre-school audience it rarely reaches directly, while Hasbro gets a link with England teams ahead of a summer of new products in 2027.
Contact the writer of this story at (email protected)