Peppa Pig in LEGO® DUPLO®

13 February 2024

A delightful mix of companies based on fun and play has been unveiled between the LEGO Group, Hasbro and Merlin Entertainments, coming together to bring a truly joyous and beloved character to life in LEGO® DUPLO® form - PEPPA PIG!

Just in time for PEPPA PIG's 20th birthday, the companies are celebrating everyone's favourite piglet with new experiences for toddlers. With a shared commitment to creating and delivering great play experiences to children around the world, the three brands will introduce new ways for toddlers to engage with the beloved and globally celebrated PEPPA PIG character, known for her little growls, giggles and love of jumping in muddy puddles.

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"PEPPA PIG is hugely popular and LEGO fans have been asking us to collaborate for years. So it was only natural that the world's most popular pig had to come to life in buildable LEGO sets, so we are delighted to finally be able to make this happen with the amazing team at Hasbro," said Roberta Cardazzo, Design Manager at LEGO Group.

"Peppa is known for her confidence, her ability to express herself and learn 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 characters, while learning about caring for nature, friendship and daily routines. It was fun to bring Peppa to life in products and we hope our LEGO DUPLO PEPPA PIG will bring smiles and happy moments wherever she goes."

The exciting collaboration will see PEPPA PIG come to life for the first time in LEGO DUPLO form in LEGO products, as well as in incredible rides and attractions in Merlin theme parks. The first experiences will start this year in Germany and Denmark, including the world's only LEGO DUPLO PEPPA PIG area in LEGOLAND® Billund and the brand new PEPPA PIG Park in Gunzburg in Germany, located next to LEGOLAND® Deutschland Park. In these theme parks, LEGO DUPLO PEPPA PIG sets, iconic scenes and characters from the TV series come to life in real-life PEPPA adventures.

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"For 20 years, PEPPA PIG has leaned on stories that reflect the real lives and early experiences of preschoolers around the world. With children at the heart of the brand, we recognise the importance of working with the best partners to deliver toys and experiences tailored for its littlest fans," said Casey Collins, President of Licensed Consumer Products at Hasbro. "LEGO Group and Merlin share Hasbro's and PEPPA's goal of designing play experiences specifically tailored for toddlers that give children the confidence to see every first step as a new adventure and jump confidently into all of life's muddy puddles."

Since the beloved cartoon series first premiered in 2004, PEPPA PIG has encouraged children to jump together and explore the world around them. With their best friend Peppa by their side, toddlers have the confidence to see every first step as a new adventure - from the mundane to the epic. The animated series PEPPA PIG is now in its 10th season and has been broadcast in more than 180 countries for 20 years. The brand is successful worldwide and connects with consumers through every touch point, from entertainment and retail shops to theme parks, touring shows and more.

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Scott O'Neil, CEO Merlin Entertainments, said, "This is an exciting step forward for two of our iconic partners, whose goal is to entertain and educate through creativity and play. We have worked with the LEGO Group for over 18 years and the strength of the brand, across borders and ages, is unmatched. We are really proud to bring Hasbro's PEPPA PIG to life with the DUPLO brand, starting with our new PEPPA PIG Theme Park in Gunzberg and our LEGOLAND Billund Resort, while our guests make lifelong memories and learn through play.

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