Hasbro and The FA announce Peppa Pig football partnership

Hasbro and The Football Association (FA) have announced a multi-year licensing partnership to integrate the Peppa Pig brand with English national football. Scheduled to launch in summer 2027, the collaboration will feature a cross-platform campaign including original content, consumer products, retail, and publishing.

As part of the initiative, former England player Jill Scott will provide the voice for a new character named Libby Lioness. This character will appear in content specifically designed to introduce preschool audiences to English football. The content rollout is expected to include a two-part broadcast special, exclusive episodes of ‘Peppa Pig Tales’ on YouTube, and various branded digital media.

The partnership aims to connect young fans and families to the sport through toys, plush items, sporting accessories, and apparel.