LEGO partners with Hasbro again for new Peppa Pig 2024 sets

The LEGO Group is teaming up with Hasbro again for a new range of LEGO Peppa Pig sets, building on the companies’ previous partnership for LEGO Transformers.

Proving the goodwill between the two toy titans is still alive and kicking, Peppa Pig will join the LEGO DUPLO line-up later this year for the show’s 20th anniversary. The collaboration also includes Merlin Entertainments, which is bringing LEGO DUPLO Peppa Pig to life through dedicated rides, attractions and experiences at LEGOLAND Billund in Denmark and Peppa Pig Park in Germany.

“Peppa Pig is hugely popular and LEGO fans have been asking us to do a partnership for years,” said Roberta Cardazzo, Design Manager at the LEGO Group. “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.”

Peppa Pig premiered in the UK in 2004, has since aired in more than 180 territories and is currently in its 10th season. At this point, it’s very much its own brand: from touring shows and theme parks to video games and even government programs, Peppa has done it all. The franchise is also popular in China, which ties in nicely with the LEGO Group’s ongoing push into that market.

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“For 20 years, Peppa Pig has leaned into storytelling that reflects the real lives and first experiences of pre-schoolers around the world,” said Casey Collins, President of Licensed Consumer Products at Hasbro. “With kids at the centre of the brand, we recognise the importance of working with best-in-class partners to deliver toys and experiences tailored to her littlest fans.

“The 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.”

Hasbro acquired Entertainment One – the studio behind Peppa Pig – in 2019, and while it’s since sold off the rest of eOne’s assets, Peppa Pig remains firmly under Hasbro Entertainment as one of the toy company’s leading brands. This new DUPLO theme has therefore required the LEGO Group and Hasbro to come together again, as the two historic industry rivals did for 10302 Optimus Prime in 2022 (and are in the midst of doing so for the upcoming Ideas Dungeons & Dragons set).

You can learn more about the LEGO Group and Hasbro’s original collaboration here. The full range of LEGO DUPLO Peppa Pig sets will be unveiled later this year.

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