Hasbro has detailed a new collaboration with Team GB in the UK that will see Peppa Pig join the British Olympic team as a special children’s ambassador to get kids excited for the summer Olympics in Tokyo. The event has been rescheduled from 2020 to 2021, a move that was forced by the world’s lockdown measures.
Big Inspiration for Little Piggies is a new campaign designed to get the nation’s kids moving and into the spirit of the Olympics – set to be one of the most watched sporting events of the year next year – by cheering on their favourite national athletes.
The campaign will be underpinned by a roster 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 to both support the Team GB athletes and nurture a lifelong love of sports in the younger generation that will leave a lasting legacy.”
Partners are already lining up to produce exclusive new consumer products across 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 all her friends right into the action with unique 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 to capitalise on the should-have-been Olympic buzz, and get kids enthusiastic about getting active with Peppa Pig.