FA brings Lionesses into Peppa Pig with Hasbro licensing deal
The Football Association has agreed a multi-year licensing partnership with Hasbro that will introduce England football to preschool audiences through Peppa Pig content and a co-branded consumer products range.
The Football Association has signed a multi-year collaboration with Hasbro covering original Peppa Pig programming, merchandise, retail and publishing, creating a new route to engage young children and families with England football.Launching in summer 2027 ahead of the Women’s World Cup in Brazil, the partnership will introduce Libby Lioness, a new character voiced by former England international Jill Scott.Marvin Farrell, the FA’s head of licensing, said: “England teams have inspired generations of young fans, and this initiative gives us an exciting new way to connect with children and families through one of the world’s most-loved preschool brands. We are delighted to be bringing the spirit of England and the world of Peppa Pig together through content and products in 2027 and beyond.”Libby Lioness will debut in a two-part Peppa Pig broadcast special, supported by dedicated Peppa Pig Tales episodes on YouTube and additional branded digital content.The programming will introduce football to preschool audiences through the show’s established family storytelling, connecting the England teams with children who may be encountering the sport for the first time.A Peppa Pig x Lionesses consumer products range will include toys, sporting accessories and clothing, giving retailers and licensing partners opportunities to participate alongside the content launch.The agreement brings England national football into the Peppa Pig franchise for the first time, combining the FA’s licensing operation with a children’s brand distributed across television, digital platforms and consumer products.Esra Cafer, Hasbro’s senior vice-president for franchise strategy and management across preschool and fashion, commented: “Bringing ‘Peppa Pig’ and England together is a truly exciting moment for the brand. Both celebrate confidence, resilience, friendship and the courage to try something new, making this a natural fit.“With original content, consumer products, and retail all working together, we’re creating meaningful ways for young fans and families to connect with the game in a uniquely ‘Peppa Pig’ way.”The launch timing places the collaboration alongside the Lionesses’ World Cup campaign, while its multi-year structure provides scope for further content and products beyond the tournament.Scott’s involvement connects the new character with a former England player, providing a recognisable link between the animated programme and the women’s national team.Broadcast episodes, YouTube programming and digital activity will support the merchandise range, allowing the partnership to reach families through several channels rather than relying on a single television appearance.The first phase will launch next summer, with Libby Lioness’s broadcast debut and the co-branded product programme introducing the collaboration ahead of the tournament in Brazil.