Merlin Entertainments, the Lego Group and Hasbro have teamed up to create new location-based entertainment (LBE) experiences based on preschool brand Peppa Pig.
In addition to the new Peppa Pig Theme Park opening in Germany this year, Legoland Billund in Denmark will introduce the world’s first Peppa Pig-themed Duplo area.
Mainland Europe’s first standalone Peppa Pig Theme Park is located adjacent to Legoland Deutschland and will feature five attractions and seven themed playgrounds.
In a press release, Merlin also said the new partnership will bring Peppa Pig to life in Lego products, in this case Duplo, for the first time ever.
“This is an exciting step forward for two of our iconic partners, whose purpose is to entertain and educate through creativity and play,” said Scott O’Neil, CEO of Merlin.
“We’ve partnered with the Lego Group for over 18 years and the power of the brand, across borders and ages, is unparalleled.
“We’re really proud to bring Hasbro’s Peppa Pig to life with the Duplo brand, beginning with our new Peppa Pig Theme Park in Gunzburg and our Legoland Billund Resort, as our guests make life-long memories and learn through play.”
Peppa’s global LBE expansion
As well as Lego, Merlin already a licensing agreement with Hasbro, which owns the multibillion-dollar Peppa Pig brand. The first Peppa Pig Theme Park opened in Florida in 2022. Another park is to launch in Texas this year.
Casey Collins, president of licensed consumer products at Hasbro, added: “For 20 years, Peppa Pig has leaned into storytelling that reflects the real lives and first experiences of preschoolers around the world.
“With kids at the center of the brand, we recognize the importance of working with best-in-class partners to deliver toys and experiences tailored to her littlest fans.”
Now in its 10th season, the Peppa Pig animated TV series has been running for 20 years in more than 180 territories.
Images courtesy of Merlin, Lego and Hasbro
