October 9 – Hasbro and the England Football Association have signed a multi-year partnership bringing Peppa Pig into the world of English football.

The licensing programme launches in summer 2027 and will cover original content, consumer products, retail and publishing.

Former England midfielder Jill Scott will voice a new character, Libby Lioness, in new content designed to introduce football to preschool children.

“Bringing Peppa Pig and England together is a truly exciting moment for the brand,” said Esra Cafer, senior vice president of franchise strategy and management, preschool and fashion at Hasbro. “Both celebrate confidence, resilience, friendship and the courage to try something new, making this a natural fit. With original content, consumer products, and retail all working together, we’re creating meaningful ways for young fans and families to connect with the game in a uniquely Peppa Pig way.”

Marvin Farrell, head of licensing at the FA, said: “England teams have inspired generations of young fans, and this initiative gives us an exciting new way to connect with children and families through one of the world’s most-loved preschool brands. We are delighted to be bringing the spirit of England and the world of Peppa Pig together through content and products in 2027 and beyond.”

The content includes a two-part Peppa Pig broadcast special, exclusive Peppa Pig Tales episodes on YouTube and branded digital media.

For retailers and licensees, the programme covers toys, plush, sporting goods, clothing and accessories, supported by publishing and promotional campaigns.

Hasbro describes the campaign as one of Peppa Pig’s most ambitious partnerships, with content and products designed to work together from screen to store.

The deal gives the FA access to a preschool audience it rarely reaches directly, while Hasbro gains a link to the England teams ahead of a summer of new products in 2027.

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