The world renown Peppa Pig will be celebrating its 20th anniversary with a historic partnership between Lego Group, Hasbro and Merlin Entertainments, who will unite to bring the beloved character to life in Lego DUPLO form of Peppa Pig.

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. Moreover, the three brands will introduce new ways for pre-schoolers to engage with celebrated Peppa Pig character. 

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.

“This is an exciting step forward for two of our iconic partners, whose purpose is to entertain and educate through creativity and play,” said Scott O’Neil, CEO, Merlin Entertainments.

“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, beginning with our new Peppa Pig Theme Park in Gunzburg and our Legoland Billund Resort, as our guests make life-long memories and learn through play.”

Now in its 10th season, the Peppa Pig animated television series has been running for 20 years in over 180 territories. The brand connects with consumers across multiple markets, from entertainment and retail to theme parks and touring shows.

“For 20 years, Peppa Pig has leaned into storytelling that reflects the real lives and first experiences of preschoolers around the world,” commented Casey Collins, President of Licensed Consumer Products, Hasbro. 

“With kids at the centre of the brand, we recognize the importance of working with best-in-class partners to deliver toys and experiences tailored to her littlest fans. Lego Group and Merlin share in Hasbro and Peppa’s goal of designing play experiences specifically for little ones, giving children the confidence to treat every first step as a new adventure and confidently jump into all of life’s muddy puddles.”

Meanwhile, Robert Cardazzo, Design Manager, Lego Group added: “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. 

“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.”

Image: Merlin Entertainments