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Merlin, Lego and Hasbro are teaming up to create new Duplo theme visitor experiences based on the Peppa Pig IP
Tom Anstey | Planet Attractions | 25 Jan 2024
Peppa Pig will be joining the Duplo world through a series of branded experiences and products Credit: Lego
Merlin Entertainments is teaming with both Lego and Hasbro to create new themed experiences based on the Peppa Pig brand.
Coming to life in the form of Lego’s Duplo brand, Peppa Pig experiences designed for pre-schoolers will appear alongside branded products at Merlin-operated theme parks, with the first to launch this year at the upcoming Peppa Pig Theme Park in Germany and at Legoland Billund in Denmark. According to Merlin, the theme park experiences will bring to life the Lego Duplo Peppa Pig sets, iconic scenes, and characters from the TV show in “real-life Peppa adventures”.
“For 20 years, Peppa Pig has leaned into storytelling that reflects the real lives and first experiences of preschoolers around the world,” said Casey Collins, president of licensed consumer products at Hasbro.
“With kids at the centre of the brand, we recognise the importance of working with best-in-class partners to deliver toys and experiences tailored to her littlest fans. Lego and Merlin share in Hasbro and Peppa’s goal of designing play experiences specifically for little ones, giving children the confidence to treat every first step as a new adventure and confidently jump into all of life’s muddy puddles.”
In addition to the upcoming Peppa Pig Park in Gunzburg, Merlin has been making significant investment into the brand, including a theme park that opened in Florida in 2022 alongside another park, set to open in Dallas, Texas, in 2024.
“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, Merlin Entertainments.
“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 as our guests make life-long memories and learn through play.”
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