This year, Brand Licensing Europe (BLE) is marking its 25th anniversary. At the same time, a number of properties are also celebrating major milestones. In this ongoing series, we examine the role in-person events and tradeshows have played in supporting the decades-long growth of these brands.  

This week, we speak with Marianne James, SVP of Global Licensing at Hasbro, to discuss the 20th anniversary of Peppa Pig.

What is the significance of this anniversary?
Peppa Pig is a British preschool animated television series that has been airing for 20 years, with over 10 seasons of content being broadcast in more than 180 territories as of 2024. Peppa Pig encourages children to set out together to explore the world around them while giving them the confidence to see every first step as a new adventure, from the everyday to the epic. Over the past two decades, the Peppa Pig brand has grown into a global phenomenon that connects with consumers across every touchpoint, from TV and podcasts to theme parks, fashion, toys, music, and more.

How are you celebrating this milestone?
In celebration of Peppa Pig’s 20th anniversary, a variety of exciting collaborations have emerged. We kicked off the year by bringing the brand to life for the very first time in LEGO brick form with LEGO Duplo Peppa Pig sets as well as an app and play areas in select Merlin Entertainments theme parks (including the newly opened Peppa Pig Park in Germany).

In the U.K., Peppa’s home market, we’ve had so much to celebrate! From refreshed Peppa Pig magazines by Story House Egmont and charming stamp sets from the Royal Mail to joyful pottery with Emma Bridgewater, a party-themed ride along suitcase from Trunki, delicious treats from Pickles & Bakes and Hummingbird Bakery, and adorable infant and kids’ apparel with MORI, Jojo Maman Bebe, and Trotters, there is something for every Peppa fan. Elsewhere, in Asia, we released charming fashions with Uniqlo Japan and GAP China and announced we’ll be bringing the world’s largest Peppa Pig outdoor theme park lands to Shanghai in 2027 with Max-Matching Entertainments Co., Ltd.

The Peppa Pig entertainment franchise continues to thrive with new episodes set to air this autumn. Additionally, there’s “Peppa’s Party: The Deluxe Album,” featuring a mix of celebratory tracks, energetic remixes, and catchy dance tunes, including the popular single “Piggle Wiggle,” now available to stream. For even more fun, check out the “PEPPA PIG’s Play-A-Long Podcast” on Audible, offering interactive games and lively sing-alongs. Families can also dive into the Peppa Pig universe by visiting Peppa Pig Parks in Germany and the U.S. These are just some of the exciting highlights!

What are the keys to maintaining a property for so many years?
At Hasbro, we believe in continuously innovating and expanding the ways we bring our brands to life through location-based entertainment, publishing, and music, plus an impressive array of consumer products spanning a broad range of diverse categories, including entertainment, toys and games, fashion, lifestyle, and FMCG. This fundamental belief has allowed us to maintain our vast portfolio of more than 1,900 iconic brands over the years.

How has the brand evolved over time?
The Peppa Pig brand has undergone significant evolution since its debut. Initially, it began as a simple animated series aimed at preschoolers, characterized by its charming animation and relatable storylines. Over the years, Peppa Pig has expanded its reach far beyond the original TV show.

The brand has grown to encompass a wide array of merchandise, including books, toys, clothing, and home goods, catering to various aspects of children’s lives. Peppa Pig has also ventured into interactive experiences with theme parks, live shows, and more.

In addition to its broadening product range, Peppa Pig has adapted to diverse markets globally, with localized content and collaborations that resonate with different cultures. This evolution reflects not just a growth in brand presence but also an ongoing adaptation to the changing needs and interests of its young audience and their families.

What role have in-person events played in the ongoing growth of your brand?
In-person events have been crucial in strengthening our audiences’ connection with Peppa Pig. By offering opportunities for fans to interact with the brand directly, we create memorable experiences that enhance engagement and loyalty. This year, events such as Peppa’s Cinema Party have provided valuable platforms for fans to connect with the brand in a fun and interactive setting. We also have more opportunities for connection with Peppa’s Dance Party, which was recently announced in collaboration with Amazon.

Do you have any memories at BLE, specifically, that illustrate the show’s significance in the story of your brand?
In 2023, the Queen of Preschool made a delightful splash at BLE with Brigit’s Bakery hosting a charming Peppa Pig Afternoon Tea Bus Tour! It was an enchanting experience that perfectly blended Peppa’s playful spirit with the soothing comforts of tea. The turnout was absolutely fantastic, as attendees enjoyed the whimsical activation and even received a special guest visit from Peppa herself.