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Full power of Peppa Partners Day

Olympian Greg Rutherford joins panel discussion and The Oinksters Awards presented.

Living up to its title, The Power of Peppa Partners Day, the Hasbro licensing consumer products team left the 200 strong audience, made up of licensees and retailers, in no doubt about the full slate of new content and impressive consumer engagement activations which will keep the UK’s favourite muddy puddle jumper firmly in the hearts and minds of little ones and their parents, ramping up to Peppa’s 20th anniversary in 2024.

The well-attended event, which took place yesterday (13 July) in the Science Museum’s Illuminate space, also included a lively panel discussion entitled ‘How to embrace change and stay relevant’, as well as presentation of The Oinksters awards.

“It has been a thrill seeing all of our talented partners come together for a day packed with insightful conversation, including a one-off panel interview with industry leaders who recognise the tremendous success of Peppa Pig’s nearly 20 years of British and global excellence,” said Sally Carnota, senior director of licensed consumer products, UK at Hasbro. “We’re also honoured to acknowledge and celebrate the award winners who continually embrace the ‘Peppa Effect’ by adapting to change and staying relevant with exciting new opportunities for our favorite cheeky pig.

“We look forward to the continued success of the brand through inventive avenues from both new and long-lasting partners, for years to come.”


The Q&A session was moderated by the quick-witted comedian, writer and executive coach Cally Beaton, with panellists including the Olympian athlete Greg Rutherford; YouTube Kids and Family lead, Fatima El Milinia; Joel Silverman, ceo and founder of creative agency KidsKnowBest and Joel Parks, ceo and founder of environmentally-conscious brand Bamboo Bamboo.

Questions put to the panel included what preschool content would look like in 10 and 20 years’ time; what brands can do to ride the storm of the cost of living crisis; as well as whether brands could and should lobby Government to update the school curriculum.

Audience participation added a fun element to the Q&A session with attendees urged to vote on various questions, such as ‘Should George Pig have his own series?’, by raising their Peppa/George voting cards in the air.

The grand finale was the presentation of The Oinksters, which saw retailers Tesco, Asda and and licensees Vitabiotics, Penguin, Character Options, Calbee Seabrrok Crisps, Blues Group, Wow! Stuff and Fashion UK being feted for their winning Peppa Pig partnerships with Hasbro.

The full list of winners is below:

  • Puddle Jumping Hero – Character Options
  • Penny Polar Bear Newcomer Award – Calbee Group UK
  • Edmond Elephant’s Clever Clogs Award – Wow! Stuff
  • Daddy Pig’s Marketing Expert Award – Vitabiotics
  • Zuzu and Zaza’s Partnership Award – BM Fashion (UK)
  • Grandpa Pig’s Best of British Award – Tesco
  • Miss Rabbit’s Best Retailer Award – Asda
  • Peppa Cares Award –
  • Madam Gazelle’s Learning Award – Penguin Random House
  • Mummy Pig’s Values Award – Blues Group

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