Lego announces Peppa Pig partnership

Published on: 24th January 2024

The Lego Group has revealed a partnership with Peppa Pig as it builds on its portfolio this year.

The Lego Group continues to build on its innovative and diverse portfolio with new products, characters and storylines launching in 2024 to excite builders of all ages and provide even more ways to unleash imagination, creativity and fun.

In addition to the Lego Group showcasing its exciting line-up of products at London Toy Fair, the show also coincides with the announcement that everyone’s favourite pink pig will be coming to life in Lego Duplo form. A mashup of companies have come together to celebrate this joyful and beloved character during Peppa Pig’s 20th anniversary year. This experience is a new way for preschoolers to engage with the globally celebrated character, known for her little snorts, giggles and love of jumping in muddy puddles.

Data from Circana has revealed that the Lego Group has retained its position as the UK’s number one toy manufacturer for the ninth year running following an incredible year of activity. This included the launch of its new entertainment IP, Lego Dreamzzz, with the theme becoming one of the top ten new properties in the UK in 2023. The product range and content series continues to expand, with new products having launched this month including Mr. Oz’s Space Car, Sandman’s Tower and Zoey and Zian the Cat-Owl.

Seven of the top 25 properties for 2023 were from the Lego Group with two – Lego Star Wars and Lego Technic – featuring in the top 10. Three items also featured in the top 10 items in the total toy market, including the Harry Potter Dobby the House Elf set.

Last year also saw the Lego Group activate sustainability and social initiatives designed to have a positive impact on the futures of the builders of tomorrow, something that will continue to be a focus in 2024. As part of its Build to Give initiative, the company has donated nearly 2m Lego sets globally to children in need of play. Last year also saw the company begin its roll out of new paper-based bags, verified as recyclable as it phases out single use plastic in Lego boxes.

Marking another milestone in the Lego Group’s development of more inclusive learning through play experiences, Lego Braille Bricks became available to buy on for the first time in the UK in August, following an overwhelming response from around the world, helping to make learning braille more fun and accessible to everyone.

In October, the Lego Group hosted its second annual World Play Day, a day dedicated to celebrating the benefits and joy that play bring and encouraging families to re-prioritise play. Research showed that children are spending just seven hours a week playing. With play being fundamental to every child in helping them develop crucial ‘superpowers’ or skills, this will be another key date in 2024.

Looking ahead there is lots to look forward to across the Lego Group’s portfolio of themes which will appeal to a wide range of passions from gaming, vehicles, entertainment, art, botanicals and more, with further details to be revealed over the coming months. For example, brand new Lego Animal Crossing sets will be launching in March, allowing fans to explore the world and characters from the video games in brick-built form. Plus, following the exciting launch of Lego Fortnite in December, there will be new world building, gameplay features and more Lego styles arriving soon. This is just the beginning for the Lego Fortnite journey, the first play experience to come from the long-term partnership with Epic Games to develop fun and safe digital spaces for children and families.

This year will also see the evolution of Play Unstoppable, with an aim to continue to champion creative experimentation and the limitless potential it unlocks for all.

Isabel Graham, head of Marketing, the Lego Group UK & Ireland, commented: “2023 will be a hard year to top. We took children’s limitless creativity and used it to inspire the launch of Lego Dreazzz, we invited people across the world to build hearts and help #BuildToGive, ensuring nearly 2m children were gifted Lego sets, and encouraged families to prioritise play on World Play Day. But then I look around at the incredibly strong portfolio that we are showcasing at Toy Fair today and think ahead to what’s coming and I’m confident fans won’t be disappointed.”

Lego can be found at London Toy Fair Stands: UW10, UW20, UW30


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