The Everywhere Group has secured a major licensing partnership between its immersive events arm, Immersive Everywhere, and Hasbro.
The collaboration will enable Immersive Everywhere to bring to life one of the world’s biggest entertainment brands, Peppa Pig, and turn it into an unforgettable immersive live experience – Peppa Pig: Surprise Party.
Due to launch in spring/summer 2024, Peppa Pig will be the first preschool property in the UK to enter the immersive sector with an engaging interactive theatrical storyline, branded F&B offering, dedicated retail space and exclusive merchandise.
Immersive Everywhere is already known for productions including The Great Gatsby – The Immersive Show, Doctor Who: Time Fracture and Peaky Blinders: The Rise.
With over 10 new shows in the pipeline – including the partnership with Hasbro – TEG has significant growth plans and is primed for financial expansion.
The company’s growth trajectory is projected to deliver revenue of £17m in 2024.
“We are thrilled and honoured to be partnering with Hasbro to create an immersive experience for one of the world’s best known and most loved brands, Peppa Pig,” commented Mark Hurry, TEG’s joint ceo. “By expanding beyond traditional theatre and venturing into diverse locations such as shopping centres and theme parks, we are revolutionising the way brands engage with their audiences and creating truly unforgettable experiences.
“The success we achieved in 2022 and the projected growth for the upcoming years are a testament to our dedication to delivering unparalleled entertainment.”
Matt Proulx, vp of location-based entertainment at Hasbro, continued: “TEG’s work in the live immersive entertainment space is truly impressive and we are confident they will bring a unique and fun experience to life for Peppa’s littlest fans and their families in her home market, the UK.
“With the brand’s 20th anniversary in 2024, Peppa Pig: Surprise Party is just one of the many ways we’re opening fan experiences and celebrating the phenomenon that is Peppa Pig.”
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