Two weeks ago, Mummy Pig – the matriarch of the Peppa Pig world – announced her pregnancy live on ITV’s Good Morning Britain to showbiz correspondent Richard Arnold.
The news was met by the sort of coverage you’d expect from a Royal baby reveal and was a “stroke of marketing genius”, writes Ben Roberts, content director at Licensing Global.
Creating demand
All credit to the marketing team behind the buzz. Mummy Pig and baby Pig III were everywhere, and fans are now eagerly counting down to the June delivery.
After more than two decades on screen, Peppa’s universe has continuously evolved, introducing new characters, destinations and stories that have not only enriched the brand and fed the fandom but also provided Hasbro with endless opportunities for brand extension and consumer product development, from toy cars to Wellington Boots (for stomping in muddy puddles, naturally). There are even theme park attractions. The opportunities have been vast.
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The evolution of the Pig family
When Peppa Pig first launched in 2004, the show quickly captured the hearts of young audiences and their families and brand licensing became a crucial part of its success, with a diverse range of products allowing fans to bring the magic of Peppa’s world into their homes and lives.
This extensive licensing strategy has helped cement Peppa Pig as a household name, beloved by children and parents alike.
As Peppa’s audience has grown, so too has its demographic reach, with different generations now engaging with the brand in unique ways. This momentum will inevitably open the door for nostalgia-driven opportunities and multi-generational viewing and fandom in the future as fans continue to grow up and new generations join the franchise.
Introducing a new character
The addition of a new family member marks a significant shift, not just in character expansion but in the very fabric of Peppa’s world. Unlike guest appearances or new friends, a family addition changes the dynamic entirely.
It signals that Peppa and George are growing up, bringing fresh challenges for both them and their parents.
With these changes come new storytelling possibilities: a larger family could mean upgrading their iconic red car for something more practical and/or toyetic, exploring new experiences as a family unit, and even expanding the circle of familiar characters.
New product and marketing opportunities
A new character will undoubtedly provide fresh opportunities to engage audiences through consumer products
The introduction of a baby could lead to a range of new products for infants and young toddlers targeted at other new mums and dads, such as baby clothing, accessories, toys and even baby food. As the family grows, they may require a larger, more practical vehicle, opening opportunities for toy companies to create new car models or even a tie-in with a real life, family car manufacturer.
In the run up to the birth – much like the arrival of new Royals – we could see special episodes and exclusive merchandise to engage invested fans in Peppa’s ever-evolving story and baby Pig III’s arrival.
There will be even more opportunity for collaborations with other brands and influencers (pregnant celebrities, for example) who can help Peppa reach even more new audiences and further expand the world’s presence in the market and our lives.
Reflecting audiences
The introduction of a new family member offers a chance to explore more diverse and relatable storylines.
Families worldwide can see their own experiences reflected in the Pig family’s adventures, fostering a deeper connection with the show. This narrative expansion can also help address various developmental milestones and family dynamics, providing educational and entertaining content for young viewers.
Beyond consumer product extensions and the potential to engage new demographics (younger kids, expectant and new parents, children growing up at the same pace as Peppa and George), this move reinforces Peppa Pig as an ever-evolving, living narrative, one that continues to resonate with kids and families, generation after generation.
The never-ending market
The wonderful thing about pre-school brands from a marketing viewpoint is the never-ending renewal potential of its audience: kids. But with birth rates declining globally (including in the UK), this audience is gradually getting smaller each year.
So, the move from Hasbro to evolve the storyline to reach newer audiences through consumer products and brand extensions is nothing short of a stroke of marketing genius.
By embracing this change, Hasbro and eOne can continue to innovate and captivate audiences, ensuring Peppa Pig remains not only a beloved and relevant franchise for generations to come, but the biggest-selling pre-school brand globally, earning billions more in licensing revenue each year.
