Hasbro, a leading games, IP and toy company, and The Football Association today announced a multi-year collaboration that will bring Peppa Pig into the world of England national football for the first time.

Launching in summer 2027, the multi-platform licensing initiative will unite two of Britain’s most beloved brands through original content, consumer products, retail, and publishing, creating new opportunities for families, fans, retailers and licensing partners alike.

As part of the collaboration, England football icon, Jill Scott, will join the Peppa Pig universe, voicing a brand-new character, Libby Lioness, who will appear in original content designed to introduce England football to preschool audiences through Peppa’s signature warmth, humour and relatable family storytelling.

“Bringing Peppa Pig and England together is a truly exciting moment for the brand. Both celebrate confidence, resilience, friendship and the courage to try something new, making this a natural fit,” said Esra Cafer, SVP of Franchise Strategy and Management, Preschool & Fashion at Hasbro. “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 Football Association added: “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.”

This licensing-led collaboration will bring new products to fans, supported by content including a two-part Peppa Pig broadcast special, dedicated Peppa Pig Tales episodes on YouTube and branded digital content. Together, these touchpoints will bring the excitement, teamwork and fun of football into Peppa’s world across broadcast, digital and social platforms.

For licensees and retailers, the initiative will extend into a broad consumer products programme spanning toys, plush, sporting accessories, apparel and accessories, supported by publishing, and marketing activity.

Designed as a fully integrated franchise programme, the campaign will create a journey from screen to shelf and from storytelling into real-world play, offering partners the opportunity to participate in one of the most ambitious collaborations to date from Peppa Pig.

Further details about the content, consumer products and retail activations will be announced ahead of the summer 2027 launch.

For Brand Licensing Europe attendees, licensees and retail partners can learn more about the collaboration by visiting Hasbro’s booth (A211) or The Football Association’s booth E252.