Peppa Pig 20th Anniversary 2024 by Max Publishing: Print, Digital Media + Events (London)

Celebrating 20 years of Muddy Puddles!

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WELCOME

Welcome

years ago, fans were first introduced to a cheeky little piggy on their screens named Peppa. Since then, PEPPA PIG has proven to be a global powerhouse, connecting with consumers across every touchpoint. Peppa’s storytelling continues to resonate with fans and families, as it reflects real experiences children encounter and teaches the confidence to treat every first step as a new adventure. Peppa’s potential is limitless. To support

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its continued growth, we’re kicking off this celebratory year with an always-on trade approach and activating crosscategory teams with our ‘ONE Hasbro’ strategy. This interconnectedness across regions and categories empowers us to tell a cohesive story that speaks to the history and sets the tone for a bright future. With brand-new toys, licensed products, promotions, attractions, direct-toretail programs and more, there will be something for every PEPPA PIG fan. Charming entertainment continues with Peppa’s Cinema Party, which

The Queen of Preschool for 20 Years It’s Party Time! Bringing Peppa to Life Read All About It Peppa Power 10 What’s New in Toy and Game? Celebrate with the Best of British Getting Animated Around the World with Peppa Looking to the Future Meet the Team 15

includes a 3-part special featuring the voices of Katy Perry and Orlando Bloom in one of the episodes. We’re bringing families surprise and delight moments throughout the year: podcast content with Audible, theme park openings in Germany and U.S, immersive live shows, the cutest fashion collections, plus much more. Join the PEPPA PIG party train and celebrate the Queen of Preschool’s 20th anniversary! Marianne James, Vice President, Global, Licensed Consumer Products at Hasbro

This Hasbro publication was produced by Max Publishing. Editor: Michelle Urquhart. Editor in Chief: Jakki Brown. Advertising: Rob Willis. Designer: Gary Freeman. Copyright 2024. While every effort has been made to ensure that the information in this publication was correct at the time of going to press, the publishers can not accept legal liability for any errors or omissions, nor can they accept responsibility for the standing of advertisers, nor any oragnisations mentioned in the text.

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HERITAGE

The Queen of Preschool for 20 Years Preschoolers around the world have been welcoming PEPPA PIG into their lives for the last 20 years. The brand has captured the hearts and minds of each new generation and continues to inspire confidence in children.

#2 preschool show on Paramount + in US

“PEPPA PIG has been able to adapt to keep up with emerging trends in licensing,” says Catrina O’Brien, UK Licensing Director for Hasbro. “The forward-thinking licensing programme is fundamental to the success, with a wide range of partnerships Left: PEPPA PIG launched in the UK on Nick Jr. and Channel 5’s Milkshake in 2004.

Below: Grow With Peppa brand extension combines a softer style and gender-neutral palette for a younger demographic.

reated 20 Within years ago, four years of PEPPA PIG launching, #1 kids show on was first broadcast PEPPA PIG UK Netflix in in the UK on 31 was worth May 2004. The $75million original creators, Mark at retail. Baker, Neville Astley The licensed and Phil Davies, had product business has the idea of Peppa being a pig gone from strength to as it gave her more freedom to strength, and in 2022 it get muddier and messier than was worth $1.7billion. real children were allowed to. “The brand has been lovingly built over 20 years, and we feel very proud to now have it as part of the Hasbro stable,” says Kristin McKay, Senior Vice President and General Manager, Global Brands, Fashion & Preschool at Hasbro. “Peppa is so well-known and loved around the world and even in such rapidly changing times, PEPPA PIG can always adapt and remain relevant to today’s preschoolers.”

Something for the littlest piggies

Grow With Peppa is a brand extension targeted at the infant segment of 0-2 years, younger than Peppa’s usual demographic of 2-5 year-olds. The creative is distinct from the core PEPPA PIG design, with a gentler colour palette and a softer art style. It has been developed to appeal to parents of newborns and babies, across categories such as nappies, wipes, baby food and more.

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HERITAGE Right: PEPPA PIG World opened in 2011 at Paulton’s in Southampton, UK. Below: Cooneen has been a licensee for 18 years

$1.7bn LCP and toy retail sales

to ensure PEPPA PIG remains a consistent and trusted brand.” Key first partners included Penguin who led and continues to lead

grown too. It’s the publishing 5+ million exciting to be programme, follow ers on on that journey Character social media together.” Options who The brand were the master branched into toy licensee for location-based nearly 15 years and entertainment (LBE) in 2010, Cooneen on softlines. “I think with its first stage show, it is testament to followed by PEPPA PIG World the brand that we have partners who have been on board 2bn hours since the on watched beginning,” globally YouTube says O’Brien. “As PEPPA PIG has grown, they have

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HERITAGE

Left: Licensed product is worth $1.7bn (2022).

opening at Paulton’s Park in the UK in 2011. Now, PEPPA PIG stage shows are currently live in over 20 countries, and over 25 million people have visited a PEPPA PIG LBE experience. By the end of 2024, there will be

three standalone PEPPA PIG theme parks (two in the US, one in Germany), with plans to open more in the future. McKay comments: “There is very much an appetite from partners to bring Peppa into new and exciting experiences and we do not see that letting up as long as we continue to create content and market the brand.” And as YouTube has become the most important platform for the preschool audience, Peppa took the platform by storm. With a dedicated YouTube series, Peppa Pig Tales, launching in 2022 across multiple markets, the growth in the channel has been phenomenal. Peppa is

Music streamed in 93% of the world

Above: Original sketches show Peppa and her family in the early days.

now at 33M+ subscribers, and over 1.8 million years of PEPPA PIG content has been watched on YouTube. With a global fan base, PEPPA PIG is a brand that has

Mark Hunt, Marketing Director, Character Above: Mark Hunt. Options

“Our range launched in 2004 with six items. From starting with just plastic and plush ranges, we have expanded into a range of other categories, including arts and crafts, and Weebles. We have also responded to the requirement for more sustainability within the range, with wooden toys, reduced packaging, and even a range of eco-plush made entirely from plastic bottles. Peppa is such an iconic character, and one of the strengths of the brand is the relatability for preschoolers, who see Peppa as their best friend. Above: Sleepover The experience Peppa from and adventures Character Options. that Peppa has are so relevant for young children, who love the fact that Peppa is there with them through all life’s first experiences, big and small.”

stood the test of time. “We will be moving up a notch, starting in 2024 with our 20th anniversary celebrations, and moving PEPPA PIG to a new level, with new content, creative, partnerships and much more,” says McKay.

Wash your hands with Peppa PEPPA PIG partnered with the World Health Organisation (WHO) for the high profile #SafeHands campaign in UK and Australia in May 2020 during the Covid-19 pandemic. Standalone PEPPA PIG ads with WHO branding promoted hand washing in line with official WHO guidance, using the Wash Your Hands Song from S8 episode The Petting Farm. “This was a really big partnership at the time, when parents and preschools could look to PEPPA PIG for reassurance,” says McKay.

Left: Peppa was used in ads to encourage children to wash their hands during the Covid-19 pandemic.

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Celebrate 20 years of Peppa Pig in 2024! New party, foil balloons,

part of

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& costumes coming soon! Head to amscan.co.uk to view online now!

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Bring the party to life with Amscan’s collection of some of the world’s most loved and in demand licenses.

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Our ranges of party products, balloons and costumes create great excitement for all ages!

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04/01/2024 16:28

ANNIVERSARY CELEBRATIONS

It’s Party Time!

Never one to shy away from the limelight, in true PEPPA PIG style, this year is going to be one huge party. So, let’s jump into 2024, in loud and proud celebration of 20 years of Peppa inspiring kid confidence…

Muddy Puddle Jumping Championship

Jumping in muddy puddles is synonymous with PEPPA PIG and in the latter part of 2024, Hasbro will be launching its Muddy Puddle Jumping Championship. Supported by parent-targeted marketing, the campaign will also enlist celebrity fans and their families to make the biggest splash possible.

Above: Mr Bull and Miss Cow get married in the 3-part Wedding Party Special as part of Peppa’s Cinema Party. Right: Get ready to make a splash with the Muddy Puddle Jumping Championship. Below: Katy Perry and Orlando Bloom voice Ms Leopard and Mr Raccoon in the Wedding Party Special.

he year kick starts with the launch of the hugely anticipated cinematic experience; Peppa’s Cinema Party, featuring the voices of megastar couple Katy Perry and Orlando Bloom. Katy and Orlando will both help promote this event to drive ticket sales and generate a huge halo of Peppa buzz. “It’s the first time Peppa has been on the big screen since 2019,” says Kristin McKay, Senior Vice President and General Manager, Global Brands, Fashion & Preschool at Hasbro. “We’re expecting it to be shown in over 450 screens across the UK and Ireland, as well as

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in all major markets around the world. With one hour of unseen Peppa episodes and interactive live-action content which encourages children to dance and sing along, it is the perfect first cinema experience for the youngest fans.” The launch will be supported by marketing - PR, digital, cinema and retail - and a VIP screening in London, complete with a pink carpet, Peppa and George appearances, partner experiences, photo opportunities and goody bags. In spring, the first batch

of new linear episodes will drop, giving fans another chance to experience Katy and Orlando’s cameos, along with special party-themed stories in honour of the 20th anniversary, with broadcast stunts and promotions running throughout the year. From the biggest screen, to the smallest, season two of the hugely successful digital series PEPPA PIG Tales will drop in January. These 3-minute original Peppasodes have garnered close to a billion views in less than a year, and now account for 12.5% of global watch time across all Peppa content on YouTube. From January, there will be two new episodes each week, driving constant newness with Peppa’s highly engaged 33M subscribers.

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ANNIVERSARY CELEBRATIONS

DI D YOU KNOW?

Above: The Party Bus and Madame Gazelle’s band will be rocking on screens in 2024.

PEPPA PIG: Surprise Party

PEPPA PIG: Surprise Party is a new immersive experience from Immersive Everywhere coming in 2024. PEPPA PIG is the first preschool property in the UK to enter the immersive sector with an engaging experience promising to transport visitors into the delightful world of PEPPA PIG, branded F&B offering, dedicated retail space and exclusive merchandise. Immersive Everywhere is already known for productions including The Great Gatsby (the UK’s longest running immersive show), Doctor Who: Time Fracture and Peaky Blinders: The Rise.

“We have an expert YouTube team in-house, producing this content, managing our channels, investing in paid media, and running analytics to drive constant performance improvement,” says McKay. “This is why we’re so successful on this platform.” In another first for the brand, Peppa and her diverse playgroup will be jumping into a new platform with Peppa’s

Harley Bird was just 5 years old when she started voicing Peppa in 2007. She wasn’t even able to read the scripts and learnt the lines through repetition. Harley won a BAFTA for her work on PEP PA PIG in 2011, becoming the youngest ever recipient of the award.

first-ever podcast content, in collaboration with Audible. This new venture provides further opportunities for rich storytelling Right: Harley Bird to fit all family listening occasions, celebrities, with more details influencers, to come later this year. and charity The celebrations continue guests. with Peppa’s VIP Party, with “All this will be amplified hundreds of influencers and through a full year of franchise families hosting PEPPA PIG marketing,” says Catrina parties across the UK and O’Brien, UK Licensing Director Ireland. VIP Party Packs for Hasbro. “We will be going curated by partners will give big at retail across the UK and the hosts all the essentials the globe. In the UK we will for celebrating Very Important be activating and celebrating Preschoolers and parents. at retail with in store POS, There’ll also be a special VIP events and parties, out of aisle Party for competition winners, moments, window executions, online POS, digital and media, the list goes on! This will be the biggest investment at retail we have seen for the brand as we amp up the party of the year. This will all power us into 2025 stronger than ever .” Above left:There will be a special 20th anniversary show at Butlin’s in 2024.

Left:A new season of PEPPA PIG Tales drops on YouTube in January.

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LOCATION BASED ENTERTAINMENT

Bringing Peppa to Life Over the years the PEPPA PIG location-based entertainment (LBE) business has grown to include character meet and greets, touring stage shows, themed cafes, family entertainment centres, theme parks and more – across all corners of the world.

ocation-based entertainment (LBE) is a powerful driver for brands; more than ever before, fans want to engage with their favourite characters away from the screen. “We are incredibly proud of our growing LBE portfolio,” says Matt Proulx, Vice President, Global Experiences, Partnerships and Music at Hasbro. “It gives us a chance to bring Peppa to life for our fans and supports our ethos of building kid confidence. If Peppa can do it, so can they.” The world’s first PEPPA PIG World opened at Paulton’s Park

Live on stage

Fierylight launched their first PEPPA PIG live show in 2009 and since then have toured seven different versions. PEPPA PIG touring stage shows have visited 20 countries in 2023, and continue to cover new ground and reach fans around the world.

Top: PEPPA PIG World at Paulton’s Park opened in 2011. Above: The first standalone PEPPA PIG theme park opened in Orlando, Florida in 2022.

in Southampton, UK in 2011, with a major extension in 2018. It has been joined by two additional Peppa-themed lands within the existing Gardaland Park in Italy and HeidiPark in Germany. The first-ever standalone PEPPA PIG theme park opened in Florida in 2022, through a partnership with Merlin. Merlin is set to open two more locations Left: Peppa Pig’s Fun Day Out from Fierylight will tour the UK and Ireland in 2024.

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Above and left: Join Peppa in London on a PEPPA PIG Afternoon Tea Bus Tour.

in Günzburg, Germany (adjacent to LegoLand) and in the DallasFort Worth area in the US. Merlin has also opened PEPPA PIG World of Plays; mall-based Family Entertainment Centres in Chicago, Michigan, Dallas, Leidschendam (Netherlands) and Shanghi. China’s first PEPPA PIG Play Cafe opened in 2022 in Hangzhou, featuring six immersive PEPPA PIG settings, integrating themed dining and over a dozen play attractions. A second café opened in Chengdu in southwest China in 2023. Back on home soil, the PEPPA PIG Afternoon Tea Bus Tour has been running in London since 2020. Run by Brigit’s Bakery, the PEPPA PIG-themed afternoon tea menu delights kids and grown-ups, all while taking in the best views of central Londonand some of the most famous London landmarks. New in the LBE portfolio in 2024 will be PEPPA PIG: Surprise Party; an immersive experience from Immersive Everywhere. It is the first immersive experience for preschoolers in the UK. “It is so important for the brand to have these spaces which fans can return to time and time again to experience the magic of Peppa,” says Proulx. “I love that we get to bring brands to life ‘in the flesh’ and we can build out these amazing worlds. We’re helping create these moments that will form part of childhood memories.”

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Character Clothing Specialists

Nightwear Daywear Underwear Swimwear

Thank You! This year we celebrate 19 years of partnership!

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@cooneengroup

Cooneen Group

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Read All About It

PUBLISHING

Peppa is every child’s first best friend and nowhere is it easier to bring that to life than in books. There is a story for every first experience a child is encountering in their everyday adventures, from starting playgroup to visiting the dentist or learning to navigate friendships.

here have been more than 50 million PEPPA PIG books sold worldwide in the past 20 years by long-term licensee Ladybird alone. Add to that the copies sold in the US and the 40+ languages that PEPPA PIG is translated into, and the numbers really start stacking up. “The product range started with just a handful of story and activity books but we’ve since published hundreds,” Marianne James, Vice President, Global, Licensed Consumer Products at Hasbro. “Every year we bring more and more original stories to market, including titles referencing popular culture and events - Peppa and the Coronation was a huge hit in the UK in 2023 - and stories that are relevant to local audience, so we have Peppa’s Diwali, Peppa Goes to Ireland and more.” James continues: “Our licensees keep Right: Peppa’s Little Library is the best-selling book for Ladybird, with over 1.5 million copies globally. Below right: There are 12 new titles coming in 2024 for Learn with Peppa in the UK alone.

Learn with Peppa

Above: Books such as Peppa’s Diwali broaden the appeal of the brand. Above right : Pop-up books are a huge hit with preschool audiences.

introducing exciting new formats to keep the category fresh, so we now have: lift the flap books, pop-up books, books with press-outs components and playhouse packaging and there’s even an upcoming guidebook.” But it’s not just books, magazines are popular with two standalone magazines ranking number 2 and number 3 in the preschool magazine market in the UK. And there’s a

Learn with Peppa launched as an educational brand extension in 2023, building on the brand’s natural alignment with learning. Learn With Peppa brings the power and fun of Peppa to early years development, and all content is developed in consultation with early years development experts across a huge publishing range - featuring over 80 titles, as well as audio - and 45 dedicated YouTube episodes. The range has already been successful, with Peppa’s Big Feelings shortlisted for a Teach Early award in 2023. And the full Learn With Peppa publishing programme from Ladybird won the Best Licensed Written, Listening or Learning Range Award at the Licensing Awards in 2023.

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Our Peppa Journey: Ladybird

“Ladybird has proudly been Peppa’s publisher right from the very beginning,” says Leanne Gill, Publishing Director, Ladybird. “Our first books came out in May 2005 and one of the first titles was the wonderfully named Grunt! Grunt! Our product range started with just a handful of story and activity books but we’ve since published hundreds. I love it when we get to create brand new Peppa stories. For me, the highlight so far has been our Peppa Loves Doctors and Nurses picture book, that we created at very short notice during the Covid pandemic in 2020. We turned that book around in record time and used the opportunity to raise money for the NHS Charities Together campaign.” Above: Leanne Gill.

major magazine refresh with new partner, Egmont, in January. “Audio is also a growth area for the brand,” says James. “We partner with Tonies, Yoto, Sony and more, and have expanding distribution on Spotify and a new podcast coming on Audible. PEPPA PIG is in the top 3 best-selling brands for Tonies UK, and top 10 worldwide.” 2024 is set to be one of the biggest years yet, with 26 new books slated in the UK alone, numerous audiobooks, the Audible podcast 15 and so much more.

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AWARD AWARD WINNING WINNING LICENSOR LICENSEE

@blues.group #MyBlues @blues.nightwear #BluesNightwear

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RD NG SOR

By Blues Group

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PARTNER FEEDBACK

Peppa Power In today’s busy preschool world, PEPPA PIG is a tried-andtested property that continues to deliver year-on-year for partners across a wide range of consumer products and retail. Sinead Byrne, European Marketing Director “We’ve been working with PEPPA PIG for well over 10 years now and it Above: Sinead is one of our evergreen Above: Smyths Toys’ PEPPA preschool brands. A Byrne. PIG YouTube advert. highlight would have to be the YouTube content we have worked on over the years, particularly the 360 marketing campaign we worked on with Hasbro on the lead-up to Christmas in 2022. This was the first time Peppa had been bought to life in 3D form outside of her own world. The ad campaign highlighted a number of hero products and was supported across our social channels, web content and influencers. We’ve also had the pleasure of the PEPPA PIG Afternoon Tea bus at some of our stores. We look forward to celebrating with Peppa in 2024.”

Alison Downie, Brand and Licensing Director, HTI Group “We secured the license for PEPPA PIG in 2005, just one year after the initial launch. The first HTI products consisted of inflatable and wheeled toys. Our product range has evolved over time, featuring a variety of offerings including wooden toys, light and sound roleplay toys, character cases, prams, pushchairs, and family games. It has been a pure joy to develop and evolve our PEPPA PIG ranges and toys, and to witness the positive responses from retailers, but most importantly, from

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the children who adore Peppa, her family and friends. We are looking forward to celebrating with Peppa in 2024, and we aspire to continue creating exciting and innovative Peppa toys well into the future.” Above left: Alison Downie. Left: Peppa’s Click Pic Camera from HTI.

Phil Ratcliffe, Managing Director, MV Sports “We started working on PEPPA PIG in 2012 with a tight range of ride-ons, trikes, bikes and scooters. From there the Above: Phil Ratcliffe. license took off in wheeled and outdoor and quickly became our biggest license at the time. Our range has expanded from bikes, trikes and scooters into powered ride-ons, play tents, skates, hoppers and other outdoor products. PEPPA PIG is a very iconic

brand appeals to boys, girls, and parents alike. PEPPA PIG is the preschool license against which all others are benchmarked. The themes and narrative are timeless and reflects the innocence of childhood coupled with gentle humour, making it appealing to all. Fave character: It would have to be Daddy Pig as he typifies the funny side of fatherhood. Below: PEPPA PIG 12 inch bike.

Below: Peppa Pull Along from the Grow with Peppa range. Below left: Morgan Weyl.

Morgan Weyl, Managing Director of Licensing and Global Development, TOMY

“Our first PEPPA PIG Aquadoodle (at the time called Aquadraw) came out in 2008. Our partnership and product range grew as the property grew in consumers’ hearts. Our Aquadoodle range expanded with different size mats, themes and price points. There is one product that is close to the team’s heart and Tom - our senior product designer - in particular. As we were discussing ideas for our new Grow with Peppa toddler range, one of our heritage TOMY product got Peppa-fied. The original product is called Quack Along Duck and has been part of TOMY’s portfolio for decades. The PEPPA PIG version is the Peppa Pull Along. Seeing heritage from both companies blended together and making it to the Peppa Family was truly special.”

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PARTNER FEEDBACK Dean Greasley, Director of Licensing, TDP Textiles

Mel Beer,

“Aykroyds & TDP Group Licensing have been partners Director, Amscan with PEPPA PIG “Amscan started with just balloons, since 2020. Our and has now expanded into party goods first range was and most recently into costumes, primarily daywear so we now offer a one stop shop to create unforgettable parties and and swimwear, but this memories. Securing the rights to dress year we added the key categories up, and renewing those rights this year, of nightwear and underwear. has been one of our recent highlights. PEPPA For 2024, we’ll have a new ‘Peppa’s Party’ Above: Dean Greasley. PIG is a key Below: George range, new foil balloons (including a George brand for us shape) and a new Peppa Party dress costume. Pig shirt from Aykroyds & TDP. and is now I think the brand is still going strong after 20 years because of a combination of an integral the humour, brand values, breadth of part of our content, ever-evolving creative and preschool passion for the brand from Hasbro plans. We’ll and their long-standing licensees.” have lots of new nightwear and underwear styles coming through for this year’s celebrations.”

Karen Hewitt, Character.com “Our journey with PEPPA PIG began very early in our retail Above: venture (probably Karen Hewitt. around 2010). Below: Peppa Peppa stood cutting the ribbon at out as one of the first Character. the inaugural com in McArthur Glen Designer characters in Outlet Bridgend our inventory. in October 2023. During those early days, our primary focus was on nightwear, and one

Above: Peppa’s Party range from Amscan.

particularly memorable item was a pair of adorable pink Peppa Pig pyjamas. This quickly became a bestseller at Character. com, etching Peppa into the hearts of our customers. For the 2024 anniversary, we will be unveiling new and exciting products that align seamlessly with the celebratory theme. With our upcoming bricks-and-mortar expansion, we aim to create a more immersive experience for our customers.” Fave character: Hands down Suzy Sheep. I mean, who wouldn’t want to be Peppa’s ultimate bestie, right?

Tara Stevens, Brand Manager, Kinnerton ““Kinnerton has been a licensee of PEPPA PIG pretty much since it launched. We believe it was about 2005 when we originally signed and the brand continues to be one of our top selling licenses. Our range is ever-changing, we have launched so many innovative products throughout the years, but our core product are always chocolate

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Scott Macrae, Senior Buying Manager License, Schoolwear and Menswear, George at Asda

Above: Scott Macrae.

“George at Asda has a very special relationship with PEPPA PIG, having been involved with brand for over 10 years. And after all those years, Peppa remains an important member of our licensed family. What makes PEPPA PIG so special and popular with our colleagues and customers alike is that it mirrors the George personality and essence, focusing on ‘family, fun and friendships’. Over the years, Peppa has managed to stay relevant and current. There have been lots of special moments working with Peppa over the years, my favourite was our collaboration with Hasbro and Ecologi in the Plant with Peppa campaign.” Fave character: Daddy Pig and his well-known phrase “I’m a bit of an expert in that………” and he never is, just like me!

Above: Sustainable clothing from the Ecologi and Plant with Peppa campaign.

Easter egg mealtime sets, chocolate Advent calendars and chocolate lollies. PEPPA PIG is a fantastic multigenerational brand that Above: Easter egg delights so many children mealtime set. Left: Tara Stevens. across the world. The huge success of the brand has enabled us to continually be present in the confectionery category.”

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PARTNER FEEDBACK Mike Coles, Group Managing Director, Blues Group “I was the Director for Cooneen when Mike Smith at Contender presented PEPPA PIG to me at BLE in 2004 and I subsequently signed in 2005. PEPPA PIG was really the launch pad for Cooneen into full retail distribution. We also became good friends with the creators. Neville, Mark and Phil, meeting them at various events and discussing themes for future PEPPA PIG stories. It was very exciting times. We’ve re-signed PEPPA PIG again for my own business at Blues Group and the team here taking design to another level. We are launching several new products in 2024 and aim to increase product range, giving Peppa a real presence at retail.” Fave character: Grandpa Pig. He is more my age demographic now… Below: The Cooneen team at the opening of PEPPA PIG Word at Paulton’s in 2011.

Left: Craig Moore.

the Cooneen DNA. The brand values of inclusivity, fun and learning are closely aligned with our values. We are very proud to have won Softlines Partner of The Year in 2023 and the Sustainability Award with our PEPPA PIG range at the Licensing Awards in 2021.” Above: PEPPA PIG pyjamas

Susanne Bisinotto, Brand Marketing Director, Vitabiotics

“Our first licensing agreement with PEPPA PIG began in July 2018, marking our entry into the Peppa universe. Initially, we offered daywear, outerwear, swimwear, and some adult clothing. While our product mix hasn’t drastically changed, we’ve consistently enhanced our offerings to keep PEPPA PIG trendy, vibrant, and packed with fun! One of our most exciting moments was winning the Best Licensed Preschool Apparel or Accessories Award at the Licensing Awards in 2022 for our Peppa-inspired sustainable range for Character.com. It’s all about teaching kids about the environment and the passion Peppa shares for the great outdoors.”

“Our range originated with three products in the Wellkid PEPPA PIG vitamins brand in 2018. Having firmly established these, we built on the success of the range with Wellkid PEPPA PIG Pro-tummy, a microbiotic supplement Above: Wellkid with clever cultures. Peppa Pig Multi-vits.

Above: Susanne Bisinotto.

Craig Moore, Head of UK Sales and Operations, Fashions UK

Above: The Plant with Peppa collection won the Best Licensed Preschool Apparel or Accessories Award in 2022 at the Licensing Awards.

A highlight for us was winning the Daddy Pig Marketing Expert Award in 2022, in recognition of our consistent commitment to high profile advertising and brand building.

Helen Harrison, Licensing and Brand Manager, Character World

Ellie Griffiths, Head of Licensing, Cooneen “We are one of the longest, continuous Above: Ellie running licensees, Griffiths. signing our first PEPPA PIG agreement in 2005, almost 20 years ago. Our first range launched the same year with a trial pyjama in George at Asda, it flew out and the rest is history. Being a licensee for 20 years, PEPPA PIG is in

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“We first jumped into the world of PEPPA PIG over 15 years ago, and back then, our product range was pretty straightforward, just a duvet. Fast forward to today and we’ve expanded our range to include cushions, fleece, storage, bedding, hooded fleeces Above: and we’re not stopping there. We’ve got Helen Harrison. even more cool stuff in the pipeline. So, why do I believe this brand is thriving even two decades after its launch? Well, it all comes down to how it’s been managed for the long haul. It has been meticulously developed with longevity in mind, with compelling content and an unwavering commitment to staying relevant.” Fave character: Mummy Pig. She’s responsible, smart, and she keeps the whole family in check. Plus, I’ve always admired her calm and collected demeanour. That’s me. Right: PEPPA PIG cushion.

08/01/2024 17:44

PARTNER FEEDBACK

PEPPA PIG is a true, timeless, brand icon. She embodies good wholesome values, and everyone in the family loves and can laugh along with Peppa. We believe she’ll continue living and loving life for many years to come.” Fave character: I’d be my namesake, Suzy Sheep, Peppa’s best friend. We always look out for each other and love nothing more than to have a chat and jump in muddy puddles!

Lindsay Hardy, Marketing Director, Trends UK “We first launched our range of PEPPA PIG ELAs (electronic learning toys) in autumn 2016. There were just four items to start with but three of them are still going strong today, particularly Peppa’s Flip & Learn Phone. Fast forward to 2023 and we now have 12 items. Small children identify so strongly with Peppa because she’s doing what they are doing, in the home, at school, on family outings and adventures. She’s the ideal guide and friend and she’s funny. The PEPPA PIG brand is strongest when the stories and the merchandise reflect those core preschool and family experiences.” Fave character: Miss Rabbit. I just love how she can turn her hand to absolutely anything and seems to be incredibly well organised and full of energy. Above: Lindsay Hardy. Below: Count with Peppa from Trends UK.

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Stuart Grant, Buying Director, The Entertainer “PEPPA PIG is a preschool property that has stood the test of time. Over the years we’ve seen other brands come and go, but PEPPA PIG is one that we will always list year-in, year-out. I think Above : Stuart Grant. it is the gentle humour engaging both children and adults that is the key to its success. At the preschool age group, adults are co-viewing, so programming needs to engage adults as well, and PEPPA PIG does that so very well. Some of my favourite memories of Peppa are the charity tie-ins that we have done. We did a lot with Save the Children a few years back, including an exclusive Christmas jumper figure set and we were very involved with the Muddy Puddle Walk.” 11–17 May 2020

HOW TO PLAN YOUR FUNDRAISER

11–17 May 2020

Left: Over the years The Entertainer has supported various charity events, like the Save the Children Muddy Puddle Walk. Left: Peppa Pig’s Clever Car.

Dan Grant, Licensing Director, Danilo Kenny McAndrew, Director of Licensing, WOW Stuff

“Danilo first worked with PEPPA PIG over 10 years ago, when we Above: launched the first Dan Grant.. official PEPPA PIG calendar into the market. At that time the range was minimal but got great listings and delivered strong sales. In 2019, we gained the rights for greeting cards and more recently giftwrap and giftbags. I think PEPPA PIG is great example of a brand that not only targets the core audience of preschool kids, but also engages with parents, relatives and friends. I think the property really did re-write the rules for preschool properties in this way, with adults being happy to sit down with kids and enjoy the show equally as much.” Fave character: Given my name, I should probably be Danny Dog… however I think Mr Potato is a great character.

“We have always wanted to innovate Above: Kenny with the PEPPA PIG McAndrew. brand and got the chance in 2019 with Peppa Pig’s Clever Car, an item we still do to this day. Over the years we have added to the vehicle lines, with the Clever Plane and Clever Train. We have also created electronic indoor Peppa Boots that play songs while you run around. PEPPA PIG is an evergreen brand that is loved by preschoolers but also by parents. It has been comforting, humouring and educating them both for 20 years. PEPPA PIG is consistent. It knows what to means to its fans and has always maintained Above: Greeting that high quality level.” card from Danilo.

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What’s New in Toy and Game?

SPOTLIGHT

Hasbro’s own PEPPA PIG range continues to expand, offering young fans innovative new ways to play. Here’s just a selection of what you’ll find on the toy shelves in 2024.

PEPPA PIG Best Friends

Experience double the fun and friendship with the PEPPA PIG Best Friends packs. Each Best Friend pack comes with two characters. Figures have unique, themed designs on their shirts so kids can collect favorite characters with a fresh look. They are 7.5cm (3in) to scale. With lots of friends in the world of PEPPA PIG, there’s a character for each preschooler to love and relate to. PEPPA PIG Best Friends packs come in: Peppa and Suzy; Peppa and Pedro; Rebecca and Danny; Emily and Freddy.

Right: Peppa’s Playgroup Playset.

Peppa’s Playgroup Playset

Peppa and friends are ready to learn and play. With five figures, as well as accessories like a table and chairs and a blackboard easel, kids can imagine playtime, lunchtime, and even lesson time. Figures can really sit on the chairs and the table flips from arts and crafts activities to lunchtime. This toy set comes with five poseable 7.5cm (3in) figures, including Peppa Pig, Emily Elephant, Danny Dog, George Pig and Madame Gazelle.

Granddad Dog’s Tow Truck Toy Set

Above: Above: PEPPA PIG Best Friends

Has the car broken down? Not to worry – Granddad Dog’s Tow Truck is here. This PEPPA PIG toy set comes with a pull-back tow truck toy; just roll it back and then watch it go. Granddad Dog figure can fit inside the cab, and the hinged roof makes it easy for little hands to get the figure in and out. The moving tow hook lets children imagine scenes from the programme or make up new adventures of their own. Right:

Left: Peppa’s Caravan Playset.

Granddad Dog’s Tow Truck Toy Set.

Peppa’s Caravan Playset

Get ready for camping trip fun with Peppa’s Caravan toy set. This PEPPA PIG camper van playset can be closed and towed behind Peppa’s Family Red Car toy (sold separately), or it can be opened up so kids can imagine lots of activities, like cooking in the kitchen, sleeping in bunk beds, and more. Comes with six themed accessories so kids can set up their campsite as well as three figures, including George Pig, Birgit Bear, and Peppa herself.

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Coming soon…

Look out for an extra special range of party-themed toys celebrating the 20th anniversary coming out from summer. Details are yet to be released, but they will be OINK-tastic!

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HALO ACTIVATIONS

Celebrate with the Best of British 2024 is set to be the biggest year yet for collaborations and there’s a raft of iconic British brands joining in the party celebrations and putting their own unique spin on an OINK-tastic product range!

MORI

Building on its baby and toddler clothing range Above: Babywear from MORI Below: New designs from has been very popular. launched in Trotters London celebrate In a partnership set to delight the joy of Peppa. summer 2023, MORI will be adding swimwear families and fashion enthusiasts in summer 2024 to the collection of sleepsuits, alike, Trotters London and PEPPA pyjamas, daywear and towels.The collection PIG are launching a beautiful will feature MORI’s super-soft organic fabric collection of baby girls and girls in gentle patterns, designed to celebrate first clothing using bespoke Liberty fabric experiences and help welcome babies into the world in March 2024. This exclusive and beyond. collection merges the whimsical “We’re extremely honoured to partner with Hasbro world of PEPPA PIG with Trotters’ on the Peppa Pig by MORI collection,” MORI founder expertise in crafting timeless Akin Onal says. “Our creative team have had such fun children’s clothing, all infused with bringing Peppa Pig and George to life in a collection Liberty’s unmistakable print expertise. designed to capture the imaginations of little ones, while “Collaborating with PEPPA PIG and Liberty paying homage to the hit TV series which has been delighting Fabrics has been an exciting journey and pre-schoolers for almost two decades. The new collection embodies the essence of childhood joy and represents a great synergy between our two brands and we’re timeless style, offering families something excited to unveil the new designs which we’re sure will be loved truly special,” says Bruce Langlands, CEO by parents and children alike.” of Trotters. “We’re thrilled to merge the playful world of PEPPA PIG with Trotters’ expertise, creating a collection that Celebrate Peppa’s anniversary with new ranges from JoJo celebrates the magic of childhood and the Maman Bebe across girls and boys. The range includes party spirit of adventure.” pieces, as well as all year-round staples like outwear and welly boots for jumping in muddle puddles.

Trotters London

JoJo Maman Bebe

Emma Bridgewater

Available from January, the PEPPA PIG collection celebrates 20 years of inspiring kid confidence, combining recognisable characters and phrases with signature Emma Bridgewater style. The collection includes mugs, plates and bowls. Peppa mugs and plates can be personalised with a name or personal message; all hand painted in the Emma Bridgewater factory. Above: Quintessential British design from Emma Bridegwater.

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Trunki

Get ready for going on adventures with Trunki. Coming in 2024 is the first Trunki x PEPPA PIG product lines, perfect for those first preschooler holiday and travel experiences.

TY plush

Continuing its long-term partnership with PEPPA PIG, TY is delighted to be launching a new Peppa party plush to celebrate the 20th anniversary. This exciting launch will include limited edition tags.

Hummingbird Bakery

And of course, no party is complete without birthday cake, and what better brand to partner with than the legendary Hummingbird Bakery, who will be baking up a special 20th anniversary range of products. 25

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Authentic Authentic Peppa Peppahouse house MotionMotionactivated LED LED activated wheels wheels

Adjustable Adjustablesize size dial dial48-52cm 48-52cm

SafetyHelmet Helmet Safety

Play House Play Tent Tent Mini Mini Go! Go! Scooter Scooter

Front storage storage Front basket basket

MyFirst First12" 12" Bike Bike My PEPPA PIG and all related trademarks and characters TM & © 2003 Astley Ltdtrademarks and/or Entertainment OneTM UK &Limited. PEPPA PIGBaker and allDavies related and characters © 2003 HASBRO all related logosEntertainment and trademarks TMUK& Limited. Astley Bakerand Davies Ltd and/or One © 2023 All Rights Used with HASBRO andHasbro. all related logos Reserved. and trademarks TM &Permission. © 2023 Hasbro. All Rights Reserved. Used with Permission.

Peppa - Just keeps rolling! Peppa - Just keeps rolling! 26_Peppa Brochure 2024.indd 1 ProgressivePig Preschool FP Peppa Pig AD.indd 1

08/01/2024 16:46 21/09/2023 16:31:06

CREATIVE PRODUCTION

Getting Animated British animation studio, Karrot took on creative production duties from original creators Astley Baker Davies in 2021. Here’s what it means to some of the team to be working on this iconic brand. Jamie Badminton, Series Creative Producer

“Family life is at the centre of PEPPA PIG, and there had never been a show that reflected preschoolers’ everyday routines and perspectives quite like it. Peppa is a relatable hero and friend to the audience, and her spirit is infectious. Peppa has become a real mascot for preschoolers everywhere. Peppa’s confidence helps them to amplify their voice, and her resilience helps them encourage their own individuality. She is also a bit of a cultural ambassador for Britain around the world and a true success story from our animation industry.” Fave character: I think Daddy Pig is a wonderful father to Peppa and really enjoys having fun with his kids.

Steven Forbes, Animator

“The brand has become a household name. It is quintessentially British. Peppa is known and trusted, something that new parents don’t hesitate to show their kids, and even with the hype surrounding newer, more modern shows. The large back catalogue of Peppa makes it an old faithful.” Fave character: Pedro Pony because he is full of laughs and doesn’t take life too seriously!

James Butler, Head of Layout

“It gets lost sometimes just how good the animation is. I see it every day, how skilled the animators are that bring the episodes to life. Highlights for me have to be visits to PEPPA PIG theme parks, here in the UK and abroad. Seeing the 2D world we create realised as larger-than-life attractions and rides is surreal but joyful. As is seeing all the excitement and fun that the public have on their days out.” Fave character: Mr Labrador. He has all the icecream.

Ben Cady, Animator

“PEPPA PIG has a charming, unique sense of design, and beautifully written, thoughtful, and funny stories. It has a carefully considered animation style and it’s as easy to enjoy as an adult as it is for a child. PEPPA PIG is a carefully constructed world, a character, and a cast of characters, that we believe in, relate to, and grow to love. Without these things to base itself on, I don’t think it would’ve become the worldwide phenomenon that it is now.” Fave character: Danny Dog.

Maria Pullen, Production Coordinator

“Through the years, Peppa has been a relatable companion to kids as they experience the world and learn new things. Peppa is universally charming and fun, and even after 20 years, the show still captures the hearts of families across the globe. One of my favourite memories was when I answered the phone at Karrot and Richard Ridings (Daddy Pig) was on the line. It was so surreal hearing Daddy Pig’s voice talking to me and sending his thanks for the work we do. He was so sweet!” Fave character: It’d have to be Peppa – she knows how to find joy in the simplest of things.

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REUSA B & ACC LE NAPPIES ESSOR IES NEW F O R 2024

CONTACT US TODAY TO LEARN MORE: INFO@MODERNCLOTHNAPPIES.CO.UK WWW.MODERNCLOTHNAPPIES.CO.UK 28_Peppa Pig Brochure 2024.indd 1

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Around the World with Peppa

PEPPA PIG has transcended cultural and geographical boundaries, appealing to preschoolers around the world. There’s no doubt that PEPPA PIG is truly a global brand. PEPPA PIG is now broadcast in 180 countries and translated in over 40 languages. The series is the number 1 kids show on Netflix in the UK, the number 1 preschool show on Netflix in Germany, the number 2 preschool show on Netflix in France, the number 2 preschool show on Paramount in the US, and the number 3 preschool show across all linear broadcasters in the US. In the UK alone, there are over 100 licensees, but globally there is over 1000. International business is a core part of the success of PEPPA PIG.

PEPPA PIG music is streamed in over 93% of the world. Below: There are live shows at PEPPA PIG World of Play centres.

INTERNATIONAL GLOBAL REACH

PEPPA PIG has over 90% awareness in all major markets across the world.

The Power of Peppa

Hasbro’s #PeppaPower campaign ran in the UK and Germany in 2022 and was a chance to show parents and caregivers what Peppa means to children. In both the UK and Germany, children were invited to draw a picture of Peppa and explain why they love Peppa. These pictures were then turned into posters in a huge out of home (OOH) Above: A ad campaign, social media ads and large OOH in Germany. magazine ads. It was a very successful campaign, reaching .4.4M people in the UK and 3.9M in Germany.

PEPPA PIG is live on stage in over 20 countries, as well as her presence in theme parks and other live experiences acound the world, from PEPPA PIG Play Cafes in China, to PEPPA PIG World of Plays in the Netherlands, Shanghai and the US. Above: The first PEPPA PIG Play Café opened in China in 2022.

When is Peppa not Peppa? Below: PEPPA PIG books have been translated into over 40 languages .

More than 50 million PEPPA PIG books in English language have been sold worldwide by Ladybird.

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Peppa isn’t known as Peppa in every territory. In Danish, Peppa is called ‘Gurli Gris’. In Finnish, Peppa’s name is ‘Pipsa’. In Germany, Peppa’s family are called the ‘Wutz’ family, rather than the ‘Pig’ family. Peppa’s friends and family also have different names in other countries. In German, Suzy Sheep is ‘Luzie Locke’ (‘Locke’ means ‘curl’ referring to her curly wool); in Swedish, she is called ‘Lena Lamm’, and in Danish she’s called ‘Frida Far’. Danny Dog is ‘Klausi Kläff’in Germany (‘Kläff’ means ‘Yapp’ like the noise a dog makes). And, in Czech, George is actually called ‘Tom’. 29

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FUTURE PLANS

Looking to the Future The key to the success of PEPPA PIG is the continued investment and evolution of the brand so that it keeps resonating in the hearts of families today. There are a lot of exciting changes to come across the full franchise: from reimagined content, to a fresh and dynamic look across visual assets.

onsumers love Peppa. They also love the diverse and expansive cast from the show and they want more ways to engage with their favourite friends and families, across more touchpoints. “This is a unique point of difference that our competitors can’t activate, and it unlocks exciting new opportunities for us, in storytelling, products and play, across multiple years,” says Kristin McKay, Senior Vice President and General Manager, Global Brands, Fashion & Preschool at Hasbro. “Evolving our storytelling to be relevant to today’s modern family is so vitally important to our Peppa growth plan.” New linear episodes will feature

more in-depth storylines from friends and family characters, rolling out across 180+ broadcasters around the world. The PEPPA PIG Tales series will support this strategy, with 104 new YouTube episodes helping to build out the rich breadth of characters that exist within Peppa’s inclusive and expansive world. “You can expect more from George and the grandparents, more from Suzy and Rebecca, more diversity of family groups, living arrangements, accents and relationships,” says McKay.

Right: There will be more albums to follow up from Let’s Jump In, which was released in September 2023.

Peppa the Pop Star

This year is set to be a big year for Peppa music, with the highest level of investment and biggest music pipeline to date with a multitude of albums, EPs and singles with over 200+ new releases planned. “We will continue to tie into some of the bigger and broader franchise activity,” says Matt Proulx, vice president, Global Experiences, Partnerships and Music at Hasbro. “We have five brand new releases featuring in the cinema interstitial content releasing in February, creating the perfect platform to experience new music and allowing a continued consumer journey with streaming at home. We will also be launching a new ‘With Peppa’ series which ties into the global brand positioning of Let’s Jump in. Plus looking to unlock music for the brand extensions; Learn & Grow.”

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Above: Sustainability is a big part of the future plans for Hasbro, so there’ll be more innovation in the LCP space, such as plush made from recycled materials.

Marianne James, Vice President, Global, Licensed Consumer Products at Hasbro adds: “Commercially we want to ensure we are growing as a franchise and delivering must-have products to our preschoolers who love and cherish the brand. At every retailer channel from high end to value, we want to give every preschooler a chance to cherish their own moments with Peppa.” Innovation and delivering newness are a big part of the future roadmap for PEPPA PIG. To that end, sustainability and circular fashion are becoming even more important, with Hasbro looking to make this part of its fashion strategic goals and ambitions. “We’re putting Peppa at the forefront of first experiences, whether that is through content or product,” says James. “2026 will bring even more oinks and giggles, as we expand our multi-generational reach, building off the pop culture relevance we’re driving, with content and experiences the whole family will enjoy together. We’re expanding the world of PEPPA PIG to drive to a $2B franchise for the future.”

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CONSUMER PRODUCTS TEAM

Marianne James VP, Consumer Products, Global Marianne.James@hasbro.com I would be Miss Rabbit. I think I would have to be Miss Rabbit, doing too many things all the time and all at once.

Cat O’Brien Director UK Consumer Products Catrina.O’Brien@hasbro.co.uk I would be Candy Cat. I like how she’s so good at pretending to be a tiger. She creeps along quietly and then… jump!

Tasmyn Knight Retail Franchise Manager

Tasmyn.Knight@hasbro.co.uk

I would be Super Potato. Where else can you get a potato who is also a superhero than Peppa? Love his famous quote of ‘when trouble comes always remember to eat your fruit and vegetables’

Caroline Spooner Head of Hardlines, UK

Caroline.Spooner@hasbro.com

I would be Emily Elephant. She is known for her kind and gentle nature. She’s always ready to listen to her friends and offer them support while. She’s generally quiet but can be loud when she wants to be.

Abbie Burrows Category manager – Hardlines, UK Abbie.Burrows@Hasbro.com I would be George Pig. He’s super cute.

Leonie Goodman Category manager – Softlines, UK Leonie.Goodman@hasbro.co.uk I would be Miss Rabbit. She is a super woman juggling so many jobs and roles.

Sam Howes Senior Ecommerce Manager - EMEA Samuel.Howes@Hasbro.com I would be Hashbrown. He’s a funny character.

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Team Talk Meet some of the key members of the UK Hasbro Consumer Products team who make things happen…

Eddie Kemp Director Retail, UK

Eddie.Kemp@hasbro.co.uk

I would be Danny Dog. He’s an energetic character and lover of sports.

Jessica Dodd Associate Retail Franchise Manager Jessica.Dodd@hasbro.co.uk

I would be Suzy Sheep. She loves her friends and a good card. I’m also pretty good at whistling, just like her!

Andy Gosling H ead of New Business Development – Hardlines, UK

Andrew.Gosling@hasbro.com

I would be Grampy Rabbit. Despite his senior years, he has boundless energy and child-like enthusiasm for fun and adventure. He’s loud, eccentric, and hilarious.

Sarah Woods Senior Category Manager - Softlines, UK Sarah.Woods@hasbro.co.uk

I would be Peppa Pig. Because she has been a constant queen for decades!

Rachel Craven Category manager – Softlines, UK Rachel.Craven@hasbro.co.uk

I would be Miss Rabbit. She’s so amazing and so great at multi-tasking. Pops up everywhere which is hilarious and has a great work ethic. The best role model.

Gemma Rees D irector Global Consume Products Design & Development - Eurasia

Gemma.Rees@hasbro.com

I would be Miss Rabbit. She always seems like she has control of any situation, she is bossing it all day long and is the most resourceful character in the gang.

09/01/2024 10:51

MORE OF THE PEPPA TEAM: Delphine De Kool – Director Licensing, G7 Agent Markets Delphine.DeKool@hasbro.nl

Eric Belloso – Directory Licensing - Spain, France, Italy Eric.Belloso@hasbro.es

Carina Herold – Category Manager - GSA Carina.Herold@hasbro.de

Nicole Pavlovic - Category Manager GSA Nicole.Pavlovic@hasbro.de

BRAND & MARKETING Esra Cafer - SVP Global Brand Management Esra.Cafer@hasbro.co.uk

Sarah Dempsy - Senior Director Franchise Marketing, EMEA Sarah.Dempsey@hasbro.com

Andrea Lester – Senior Franchise Marketing Manager, EMEA Andrea.Lester@hasbro.co.uk

Martin Rowe – Senior Marketing Manager, UK Martin.Rowe@hasbro.co.uk

Laura Brennan – Global Brand Manager, PEPPA PIG Laura.Brennan@hasbro.co.uk

Megan Palm - Global Brand Manager, PEPPA PIG Megan.Palm@hasbro.co.uk

PROMOTIONS & LOCATION-BASED ENTERTAINMENT Julia Kamoda – Director, Promotions, Hannah Sweeney – Senior Manager, EurAsia Location Based Entertainment Julia.Kamoda@hasbro.co.uk Hannah.Sweeney@ap.hasbro.com PUBLISHING Marion Bardou – Senior Manager, Publishing, UK Marion.Bardou@Hasbro.com

CREATIVE & PRODUCT DEVELOPMENT Peter Ridgewell – Senior Product Development Manager, Hardlines, EurAsia Peter.Ridgewell@hasbro.co.uk

Carter Brown – Product Development, Hardlines, UK Carter.Brown@Hasbro.com

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