Hasbro has today (Thursday 23rd July 2020) unveiled a collaboration with Team GB in the UK, which will see Peppa Pig join the British Olympic team as a special children’s ambassador in time for the biggest sporting event of 2021, the Tokyo Olympics!
Hasbro’s new Big Inspiration for Little Piggies campaign has been developed to get kids moving and into the spirit of the Tokyo Olympics – which has been rescheduled from 2020 to next year due to the COVID-19 (coronavirus) pandemic – by encouraging them to cheer on their favourite national athletes. The campaign will be underpinned by a busy roster of raft of live events, retail activations, digital content and bespoke merchandise.
“With a year to go until the Olympics, there couldn’t be a better time to inspire young kids and their families to get active” said Hasbro’s Marianne James, VP EMEA Consumer Products. “Our Big Inspiration for Little Piggies campaign is a great opportunity to tap into the enormous interest surrounding the Olympics. It will support the Team GB athletes and nurture a lifelong love of sports in the younger generation that will leave a lasting legacy.”
Licensing partners are in place across consumer product categories including toys, apparel and accessories, stationery, home gifting and publishing. The campaign will span multiple touchpoints with a brand-new bespoke style guide, featuring innovative new designs that put Peppa and her friends at the centre of the action. The guide will feature sporting outfits and active wear to inspire a range of Team GB licensed merchandise for children, placing the preschool brand in good company with Team GB’s official mascot, Pride The Lion.
New branded content is also being developed across digital channels that will harness the popularity of Peppa Pig and Team GB by encouraging children and families to take advantage of the global sporting event and promote an active, healthy lifestyle.
Throughout summer 2021, Hasbro will be readying a packed calendar of interactive marketing activities that will see Peppa Pig model her very own Team GB kit at various events across the country, sports-related meet-and-greets, experiential displays, retail activations and fun competitions hosted at multiple locations.
The collaboration will kick off with a digital presence in Team GB’s inspired community campaign ‘I Am Team GB’ from 23rd – 30th July, which aims to capitalise on the should-have-been Olympic buzz and fire kids enthusiasm about getting active with Peppa Pig.
For the Peppa Pig brand, the partnership extends its recently slate of collaborative campaigns. Entertainment One (eOne) teamed with VisitEngland for a tourism campaign in January.
More Nick: Hasbro Partners with Regatta for Peppa Pig Outdoor Clothing and Accessories!
Sources: Toy World Magazine, Preschool News; Additional sources: Licensing.biz, License Global.
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