London — The Everywhere Group (“TEG”), a pioneer in world-class immersive live shows, is thrilled to announce its licensing partnership between its immersive events arm Immersive Everywhere (“IE”) and Hasbro, a leading toy and game company. This 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.

Set to launch in spring/summer 2024, Peppa Pig will be the first pre-school 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, known for its critically acclaimed productions “The Great Gatsby – The Immersive Show” in London, South Korea, Dublin and now New York, “Doctor Who: Time Fracture” (winner of UK’s Best Licensed Award at The Licensing Awards 2022) and “Peaky Blinders: The Rise” in London, is striving to take immersive entertainment experiences to a new level. Parent company The Everywhere Group continues to build its position as a global leader in branded immersive experiences, with Hasbro joining the likes of Caryn Mandabach Productions and BBC as key licensing partners.

With over 10 new shows in the pipeline, including this exciting partnership with Hasbro, TEG has significant growth plans and is primed for momentous financial expansion.

Unique in its proposition and capitalising on all parts of the experience economy, TEG combines ticketing, marketing, sponsorship and merchandise to generate various streams of income at all stages of the production lifecycle. As well as these areas of the business, TEG has created a unique Modus Operandi, bringing its full 360-degree expertise to different spaces, away from traditional theatres.

With significant growth potential nationally and internationally for the immersive and experience sector, TEG works with landlords that are keen to embrace these benefits to massively increase footfall and dwell time to these venues. TEG provide these sites and operators with ancillary revenue streams which encourages stronger working relationships than would have in traditional entertainment venues.

Looking ahead, TEG forecasts significant revenue growth based on 10 activations currently in the pipeline. 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” said 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, Vice President of Location Based Entertainment at Hasbro, said: “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.”

About The Everywhere Group
Award-winning live events company and leader in the immersive sector, The Everywhere Group (TEG) turns the world’s biggest entertainment brands into unforgettable and critically acclaimed live experiences.

The Company has a development pipeline of world-class titles based on IP licences with Penguin Ventures, Hasbro, Paramount and the BBC along with a global network of partner producers. The Everywhere Group’s unique vertically integrated operating model combines production, ticketing, licencing, merchandise, and marketing and consists of Experiences Everywhere, Access Everywhere, Marketing Everywhere, Classical Everywhere and Immersive Everywhere.

TEG brings together two live events and entertainment companies, Hartshorn Hook Enterprises and Showtime Theatre Productions. Between the four figureheads, Louis Hartshorn, Brian Hook, Elliot Hargreaves and Mark Hurry, they have produced countless festivals, live music and theatrical events and been nominated for, and won, several prestigious awards.

Current and recent successes include Doctor Who: Time Fracture (London), with BBC Studios, and Peaky Blinders: The Rise (London and Riyadh), co-created with Steven Knight and Caryn Mandabach Productions. TEG also produce and manage one of the world’s most successful immersive productions: The Great Gatsby, which has played in London since 2015, opened in New York in 2023 and has played in Cardiff, Dublin, Brussels and Seoul among other cities.

Website: https://www.theeverywheregroup.com

About Hasbro
Hasbro is a leading toy and game company whose mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play. Hasbro delivers engaging brand experiences for global audiences through toys, consumer products, gaming and entertainment, with a portfolio of iconic brands including MAGIC: THE GATHERING, DUNGEONS & DRAGONS, Hasbro Gaming, NERF, TRANSFORMERS, PLAY-DOH and PEPPA PIG, as well as premier partner brands.

Hasbro is guided by our Purpose to create joy and community for all people around the world, one game, one toy, one story at a time. For more than a decade, Hasbro has been consistently recognized for its corporate citizenship, including being named one of the 100 Best Corporate Citizens by 3BL Media, one of the World’s Most Ethical Companies by Ethisphere Institute and one of the 50 Most Community-Minded Companies in the U.S. by the Civic 50. For more information, visit https://corporate.hasbro.com.

About Peppa Pig
Peppa Pig is a British preschool animated television series that has been airing for almost 20 years, across nine seasons in over 180 territories as of 2023. The series follows Peppa Pig, a cheeky little piggy who lives with her family – younger brother George, Mummy Pig and Daddy Pig – as well as her diverse community of friends. Globally successful, the brand connects with consumers across every touchpoint, from TV to theme parks to retail. As a lifelong friend, Peppa Pig encourages kids to jump in together and explore the world around them, while giving kids the confidence to treat every first step as a new adventure, from the everyday to the epic.

Press Contact
Kirsty Barr
Grapevine PR Kirsty@grapevine-pr.co.uk
07375 110558