Peppa Pig is coming to LEGO DUPLO and LEGOLAND


The world-famous British children’s television series Peppa Pig is coming to LEGO DUPLO. Starting in June, four new sets will be released featuring Peppa and her family as DUPLO figures. Additionally, new Peppa Pig-themed areas will be introduced in LEGOLAND parks, and there will even be a special Peppa Pig Park in Günzburg, right next to LEGOLAND.


Just in time for Peppa Pig’s 20th anniversary, the companies are celebrating everyone’s favorite little pig with new experiences for toddlers. “Peppa Pig is hugely popular, and LEGO fans have been asking for a collaboration for years. It was a natural fit that the world’s most beloved pig had to come to life in buildable LEGO sets. We are excited to finally make that happen with the amazing team at Hasbro,” says Roberta Cardazzo, Design Manager at the LEGO Group.

“Peppa is known for her confidence, ability to express herself, and learn new skills. She approaches everyday tasks and obstacles with curiosity and charm, inspiring children to be patient and learn to share. Toddlers can get creative with the Peppa sets and play stories with the iconic characters while learning about caring for nature, friendship, and daily routines. It’s a joy to bring Peppa to life in products, and we hope our LEGO DUPLO Peppa Pig will create joyful moments wherever it goes.”

The collaboration will bring Peppa Pig to life for the first time in LEGO DUPLO form, as well as attractions and rides in LEGOLAND parks. The first experiences will be launched this year in Germany and Denmark, including the only LEGO DUPLO Peppa Pig area in the world at LEGOLAND Billund and the brand-new Peppa Pig Park in Günzburg, next to LEGOLAND Germany.

“For 20 years, Peppa Pig has leaned into stories that reflect the real lives and first experiences of preschoolers around the world. With children at the heart of the brand, we recognize the importance of collaborating with partners to deliver customized toys and experiences to her tiniest fans,” said Casey Collins, President of Licensed Consumer Products at Hasbro. “LEGO Group and Merlin share in Hasbro and Peppa’s goal to specifically design play experiences for the little ones, giving children the confidence to view every first step as a new adventure and confidently jump into all the muddy puddles of life.”

Since the beloved animated TV series first aired in 2004, Peppa Pig has encouraged children to jump into the world and explore it together. With their best friend Peppa by their side, toddlers have the confidence to consider every first step as a new adventure. Now in its 10th season, the series has been running for 20 years in over 180 territories.

Scott O’Neil, CEO of Merlin Entertainments, said: “This is an exciting step forward for two of our partners whose goal is to entertain and educate through creativity and play. We have been working with the LEGO Group for over 18 years, and the strength of the brand, transcending borders and ages, is unparalleled. We are truly proud to bring Hasbro’s Peppa Pig to life with the DUPLO brand, starting with our new Peppa Pig park in Günzburg and our LEGOLAND Billund Resort, as our guests create lifelong memories and learn through play.”

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