28 Aug 2023

The Everywhere Group & Hasbro to Launch “Peppa Pig: Surprise Party”

(eap) Britain’s The Everywhere Group (TEG) and the US toy and game company Hasbro have announced a licensing partnership for the use of the “Peppa Pig” brand. On the basis of their agreement, TEG’s immersive events arm Immersive Everywhere will develop a new immersive live experience based on the popular pre-school children’s series character, which is set to launch in the UK in spring/summer 2024 under the name of “Peppa Pig: Surprise Party”. The experience will feature an interactive theatrical storyline, branded F&B offering, dedicated retail space and exclusive merchandise.

“We are thrilled and honoured to be partnering with Hasbro to create an immersive experience for one of the world’s best known and most loved brands, Peppa Pig. By expanding beyond traditional theatre and venturing into diverse locations such as shopping centres and theme parks, we are revolutionising the way brands engage with their audiences and creating truly unforgettable experiences. The success we achieved in 2022 and the projected growth for the upcoming years are a testament to our dedication to delivering unparalleled entertainment,” comments Mark Hurry, TEG’s Joint CEO.

Matt Proulx, Vice President of Locatoin-based Entertainment at Hasbro, adds, “TEG’s work in the live immersive entertainment space is truly impressive and we are confident they will bring a unique and fun experience to life for Peppa’s littlest fans and their families in her home market, the UK. With the brand’s 20th anniversary in 2024, Peppa Pig: Surprise Party is just one of the many ways we’re opening fan experiences and celebrating the phenomenon that is Peppa Pig.”

Immersive Everywhere has created productions such as “The Great Gatsby – The Immersive Show” in London, South Korea, Dublin and now New York, as well as “Doctor Who: Time Fracture” and “Peaky Blinders: The Rise” in London. Among their licensing partners is the BBC. Currently, the company has over ten new shows in the pipeline, including Peppa Pig: Surprise Party. To drive these ventures forward, TEG will be launching a crowdfunding campaign imminently. ■

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