Peppa Pig “Pig Changes”

Following its 20th anniversary in 2024, Hasbro faced a generational challenge: how to modernize one of the world’s most beloved preschool franchises for today’s parents and their media-savvy children, without losing the charm that made it iconic. The answer was “PIG Changes”, a bold, globally integrated campaign centered on an emotionally resonant twist: Mummy Pig is pregnant. This surprising storyline introduced Baby Evie, Peppa’s baby sister and the first new core character in over two decades. More than a plot development, it became the springboard for a franchise-defining, cross-functional campaign—spanning earned media, social, broadcast, experiential, cinema, digital content, licensed consumer products, retail and more across global markets. From first-ever in-character broadcast interviews and a theatrical release in over 2,600 global cinemas to a gender reveal stunt at London’s Battersea Power Station, every moment was built for earned impact and family connection. Influential parenting voices like Kylie Kelce, Dr. Becky, and Stacey Solomon helped build trust and emotional authenticity. Exclusive retail partnerships with Walmart and Smyths, UGC-driven social storytelling, Spotify integrations and theme park activations brought the story to life in homes and communities worldwide. The results were seismic: 30B+ global media impressions, 2.6K+ earned placements, 519M+ social impressions and widespread retail sellouts. “PIG Changes” turned a fictional pregnancy into a global pop culture moment, reigniting love for Peppa, delighting a new generation of families, and setting a new benchmark for integrated, character-led franchise storytelling at scale.