Lego Group has signed a deal with Hasbro and Merlin Entertainments to launch world’s first Lego Duplo Peppa Pig Area in Denmark and Peppa Pig Park in Germany.

In time for the 20th anniversary of popular British animated TV series Peppa Pig, Danish toy company Lego has joined hands with American multinational conglomerate Hasbro and British entertainment firm Merlin Entertainments, bringing in a new range of toys and theme park attractions that is set to attract a lot of tourism potential. 

According to a press statement by Lego, the first experiences will launch this year in Germany and Denmark, including the world’s only Lego Duplo Peppa Pig area at Legoland Billund, Denmark and the new Peppa Pig Park in Gunzburg in Germany, situated next to Legoland Deutschland Park.

It says that Legoland Billund will open its gates for a new season and invite guests to experience this new addition on March 23. The playground spans 1,500 sqm and will be the world’s first area to offer a combination of Lego Duplo and Peppa Pig, bringing to life the Lego Duplo Peppa Pig sets, iconic scenes, and characters from the TV show in real-life Peppa adventures.

The main attraction in the new Lego Duplo will be Peppa and George’s Puppet Theatre, where guests can experience a live act with a puppet version of Peppa Pig and some of the most beloved characters from the popular animated television series, adds the statement.

Lego says that the puppet show will be a live puppet act in front of a digital background that changes during the show where our guests will meet several of the well-known characters from the Peppa Pig universe. After the show, guests can take a picture with Peppa and George.

“We are happy and proud to be the first place in the world where you can experience the combination of Lego Duplo and Peppa Pig come to life. Peppa Pig is one of the most well-known brands for little ones, and we expect it to be very well received by both our Danish and international guests,” says Christian Woller, Managing Director at Legoland.

“Peppa Pig is hugely popular and Lego fans have been asking us to do a partnership for years, it was only natural that the world’s most popular pig needed to come to life in buildable Lego sets, so we are excited to finally make that happen with the amazing team at Hasbro,” says Roberta Cardazzo, Design Manager at the Lego Group.

“We expect this to be very popular among our youngest guests. Guests will have the experience of stepping directly into the Lego boxes in the Lego Duplo Peppa Pig series. It will undoubtedly be an area where little ones can spend many hours playing and exploring the world of Peppa Pig through Lego Duplo. The new area officially opens in Legoland on March 23, and we cannot wait to welcome you to Lego Duplo Peppa Pig Playground,” adds Woller.

“For 20 years, Peppa Pig has leaned into storytelling that reflects the real lives and first experiences of preschoolers around the world. With kids at the center of the brand, we recognise the importance of working with best-in-class partners to deliver toys and experiences tailored to her littlest fans. Lego Group and Merlin share in Hasbro and Peppa’s goal of designing play experiences specifically for little ones, giving children the confidence to treat every first step as a new adventure and confidently jump into all of life’s muddy puddles,” says Casey Collins, President of Licensed Consumer Products at Hasbro.

“This is an exciting step forward for two of our iconic partners, whose purpose is to entertain and educate through creativity and play. We’ve partnered with the Lego Group for over 18 years and the power of the brand, across borders and ages, is unparalleled. We’re really proud to bring Hasbro’s Peppa Pig to life with the Duplo brand, beginning with our new Peppa Pig Theme Park in Gunzberg and our Legoland Billund Resort, as our guests make life-long memories and learn through play,” says Scott O’Neil, CEO of Merlin Entertainments.