Peppa Pig gets Lionesses call-up as Football Association scores licensing deal with Hasbro
Peppa Pig maker Hasbro has struck a licensing deal with the Football Association that will see a new character, Libby Lioness, join the hit children’s animated TV show. The agreement also covers the creation of co-branded merchandise and will launch next year, ahead of the European champions’ campaign at the 2027 Women’s World Cup in [...]
Licensing deal between football governing body the Football Association and children's toy manufacturer Hasbro will introduce a new character, Libby Lioness, to the popular animated TV series Peppa Pig. The partnership allows for the creation of co-branded merchandise and is set to launch next year in preparation for the 2027 Women’s World Cup in Brazil.
Former England player Jill Scott will provide the voice for Libby Lioness, who will make her debut in a two-part special next summer. Hasbro states the objective is to convert young children into football fans "in a uniquely Peppa Pig way." The FA's head of licensing, Marvin Farrell, expressed excitement about connecting children and families with the world of Peppa Pig through this collaboration.
The agreement will also see Libby Lioness featured in Peppa Pig Tales YouTube episodes and additional branded digital content. Products expected to be part of the Peppa Pig x Lionesses range include toys, sporting accessories, and clothing. This is not the first partnership between England Women and a toy company, as Mattel recently released a Barbie doll in the likeness of England Lioness Chloe Kelly.
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