By Allison Watkinson
TLL Reporter
Hasbro and The Football Association have announced a multiyear collaboration that will bring the preschool character Peppa Pig into the world of England national soccer for the first time.
The multiplatform licensing program will launch in summer 2027, and will include original content, consumer products, retail and publishing.
As part of the deal, former England player Jill Scott will voice a new Peppa Pig character, Libby Lioness, who will appear in original content designed to introduce England soccer to preschool audiences.
Esra Cafer, senior vice president of franchise strategy and management for preschool and fashion at Hasbro, said the partnership reflects shared values between the two brands.
“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,” Cafer said. “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, said the initiative equally offers English football a new way to reach young supporters.
“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,” Farrell said. “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 plans include a two-part Peppa Pig broadcast special, dedicated “Peppa Pig Tales” episodes on YouTube, and branded digital content. For licensees and retailers, the collaboration will extend into a consumer products program covering toys, plush, sporting accessories, apparel and accessories, supported by publishing and marketing activity.
The companies described the initiative as an integrated franchise program intended to connect on-screen storytelling with real-world play. Additional details on content, products and retail activations will be announced before the summer 2027 launch.
The partnership was officially launched at Brand Licensing Europe, where attendees could learn the details in person at the booths for both Hasbro and The Football Association.
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