This ad will be closed automatically in X seconds.

LEGO unveils Peppa Pig Duplo and LBE experiences

The LEGO Group, Hasbro and Merlin Entertainments are joining forces to create Peppa Pig products and play experiences.

Just in time for Peppa’s 20th anniversary, the three brands will introduce new ways for preschoolers to engage with the globally celebrated character. The collaboration will see Peppa Pig come to life in LEGO Duplo form for the very first time in LEGO products, as well as 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.

“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,” said 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.”

Now in its 10th season, the Peppa Pig animated television series has been running for 20 years in over 180 territories.

Scott O’Neil, ceo at Merlin Entertainments, commented: “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, as our guests make life-long memories and learn through play.”

The new Peppa Pig Lego Duplo products will be unveiled shortly.

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.

MORE NEWS
LA24500x500
 
The deadline for entries into The Licensing Awards 2024 has been extended to Thursday 6 June....
Primark500x500
 
The changes see the introduction of the ‘Portal’ - a window into the world of Primark, which will be used across campaigns and the wider brand world; bringing everything Primark offers to life....
KFCMiniBrands500x500
 
The initial focus is on apparel, fashion accessories, gifts, novelties, socks, jewellery, headwear and pet toys for the US market....
VWlogo500x500
 
The agency will now spearhead the management and expansion of VW’s existing licensing programme, extending the brand into new categories and key consumer markets worldwide....
LiamTaylorRubberRoad500x500
 
Rubber Road's Liam Taylor on a summer of big movies and sporting events, and a hopeful return of the 'feel good factor'....
Kiss500x500
 
Bravado and Pophouse will be marking 50 years of KISS this year, with a number of special releases and a look ahead to a new era of projects....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.