England will team up with Peppa Pig in a major new collaboration set to launch in summer 2027. The Football Association and toy giant Hasbro announced a multi-year, multi-platform licensing initiative on Tuesday designed to connect the national team with pre-school audiences.
Libby Lioness joins the pride
The centrepiece of the partnership is the creation of a new character, Libby Lioness, who will be voiced by England legend Jill Scott. Libby will feature in original content, including a two-part broadcast special and dedicated episodes of Peppa Pig Tales on YouTube, aimed at introducing the excitement and teamwork of football to young families.
Esra Cafer, Senior Vice President of Franchise Strategy at Hasbro, said the partnership was a natural fit. "Bringing Peppa Pig and England together is a truly exciting moment for the brand," Cafer said. "Both celebrate confidence, resilience, friendship and the courage to try something new."
From screen to shelf
Beyond content, the initiative will extend into a wide range of consumer products. The programme will include toys, plush items, accessories, sporting goods and apparel, supported by publishing and marketing activity. Marvin Farrell, Head of Licensing at The FA, said the deal offered a fresh way to engage with fans. "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 pre-school brands," Farrell stated.
The announcement comes as the senior men's team builds momentum on the pitch. They have won their last three matches, scoring an average of 3.0 goals per game while conceding an average of just 0.3. Their most recent victory was a 3-0 win over Czechia on 6 October, with Harry Kane scoring twice. The team's current form will be tested in their next fixture, a Nations League match against Spain, as they look to climb the standings. Fans can track the team's progress and view detailed player stats as the season develops. Further details on the Peppa Pig collaboration will be released ahead of its 2027 launch.
This story first appeared at Toy World Magazine
