It’s More Than Peppa Pig’s Anniversary Campaign

Fashion allows people to showcase their emotions, identities and interests, and it is one of the most creative platforms for doing so. Hasbro – IP owner of PEPPA PIG – is currently utilizing and growing its presence in this medium to help PEPPA PIG fans of all ages express their interest in and enjoyment of the show, its characters and its 20th anniversary. Through toddler and infant eco-friendly clothing collaborations with Trotters and Mori, professionals in the licensing industry will be able to witness the celebration of a milestone, the rekindling of PEPPA PIG’s current global audience and the enchantment of new ones. These partnerships, instituted with strategic techniques, will showcase Hasbro’s ability to create unique clothing collaborations that educate fans about and encourage them to practice eco-conscious behaviors while simultaneously conveying the brand’s success, dynamic composition and overall commitment to sustainability.

Marianne James, Hasbro

PEPPA PIG’s Values

“PEPPA PIG” is a British animated television series that has been airing for 20 years. The series follows Peppa, a cheeky little piggy who lives with her family. As she goes on her adventures, Peppa encourages her audience to never to hold themselves back and to jump into the experiences and memories they are making. But as Peppa goes on these adventures, she also expresses the importance of caring for the environment she is exploring. For instance, in one episode, Peppa learns the correct way to recycle and the importance behind it through a catchy rhyme:

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"Remember to recycle/
"Don’t just throw it in the bin/
"’Cos when things are recycled/
"It means they’re used again/
"Recycle, recycle, we are going to recycle!"

The decision to blend Hasbro’s commitment to sustainability and appetite for growing Peppa in the fashion industry into the anniversary celebration campaign was very much a clever one. As the clothing collaborations inspire more and more fans to adopt environmentally friendly practices into their day-to-day lives, carbon emissions are lowered and the negative impact on ecosystems and wildlife is reduced worldwide. As a result, the company is recognized as one with a determination to foster upstanding individuals and a positive cultural and societal impact and acquires more revenue through the fashion industry.

Trotters London Collaboration

One of these anniversary partnerships is with Trotters – a clothing line based in London known for producing quality, low-impact attire. The PEPPA PIG x Trotters collection will feature an exclusive Liberty London and PEPPA PIG print. Since the clothing is made up of sustainable material, the garments will wash better and, as a result, last longer. It also allows consumers to pass down the clothes and their elation for Peppa and her anniversary. For instance, a mother can give the PEPPA PIG garment to their child, and the child can later pass it on to their own baby. Plus, by sharing clothes, Peppa consumers will help minimize the influence of fast fashion and the need for new clothing production.

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When creating this collection, Hasbro conducted purposeful research and focused on fulfilling fans’ desires. Marianne James, vice president of global licensed consumer products, Hasbro, noted that PEPPA PIG customers have been asking for this; therefore, the company wanted to give it to them. By satisfying these desires, this collection is set to increase brand loyalty, which is most commonly displayed through repetitive purchases and positive customer recommendations. But most important, it will allow Hasbro to differentiate itself from competitors in the marketplace as the preferred choice and overall longevity in business.

Trotters dress with PEPPA PIG print.

Mori Collaboration

Another partnership Hasbro’s PEPPA PIG has embarked on for the celebration is with Mori – a maker of infant, toddler and young kids’ daywear, sleepwear and bathwear. Mori was chosen as a partner for the anniversary celebration because it shares homogenized values with PEPPA PIG.

“Both holding determination to spread eco-friendly conscious behaviors in the fashion industry has made collaborating seem almost effortless,” says James. “And because of my own experience with Mori, it has been one of my favorite collections to work on.”

Akin Onal, founder, Mori, also shared warm sentiments and enthusiasm about the partnership.

“We’re extremely honored to partner with Hasbro on the PEPPA PIG by Mori collection,” says Onal. “The new collection represents a great synergy between our two brands, and we’re excited to unveil the new designs.”

This limited collection will feature not just a signature print of Peppa but also a print of both Peppa and her little brother, George.

“Our creative team had such fun bringing Peppa and George to life in a collection designed to capture the imaginations of little ones while paying homage to the hit TV series, which has been delighting preschoolers for almost two decades,” says Onal.

The collection is made of ethically sourced organic cotton. Fans can find the print on high-neck tops and dresses with detailed lettuce hems, necklines and cuffs for kids ages three months to six years old. They can also anticipate a “George” oversized sweatshirt. The collection will also include sleepwear, consisting of the signature print on Mori’s award-winning zip sleepsuit, pajamas and other sleep garments. The collection is completed with a temperature-regulating hooded towel that will make bath time a baby’s favorite time, as it is detailed with Peppa’s ears, a padded pig snout and embroidered facial features.

Mori’s George oversized kids’ sweatshirt.

What is Set on the Horizon

The Mori and Trotters London collections are not the only thing fashion collaborations Hasbro has set in place for this year. The company has other apparel collections set to be released this year with JoJo Maman Bébé and Bums + Roses. But the company is still not stopping there.

“Hasbro would like to see the growing infant market go outside of apparel,” says James. “For instance, publishing and early sensory categories for infants.”

So, in 2024, “growth” will most likely become an unattachable adjective for the PEPPA PIG brand. But all in all, these clothes are not just fashion collections, and these fashion collections are not just clothes. The garments give fans a platform to communicate their love for Peppa to others and are Hasbro’s vehicle to introduce positive change into the world.

This article was taken from February's issue of License Global.