"Whether or not you have children, you likely know the little girl pig from the kid's cartoon show. But the Peppa media franchise is just getting started. The program was acquired by Hasbro in 2019, and it's become a YouTube and streaming hit that's spawned toothpastes, toys and all sorts of merchandise, not to mention theme parks. So how does a show like that keep growing?"
"Nielsen's latest 2025 streaming program ratings has "Bluey," another animated kids show, as the most-watched show of 2025 (2.5 billion minutes ahead of No. 2 "Grey's Anatomy"). But there's something even more important that makes a hit kids show a valuable enterprise. A kid's favorite character is "the No. 1 entry point for preschoolers into brands," said Esra Cafer, SVP of global brand strategy and management at Hasbro, who oversees the Peppa Pig franchise, among other Hasbro lines like My Little Pony."
Hasbro acquired Peppa Pig in 2019 and expanded the property into a global consumer franchise across YouTube, streaming platforms, toys, toothpastes, merchandise, and theme parks. Preschool characters drive brand entry for young children, who form attachments, role-play characters, and prefer products featuring beloved characters. Nielsen streaming ratings show massive preschool viewership for animated shows like Bluey. Hasbro leverages data and distribution to grow the franchise. In May the franchise introduced a baby pig character, Evie. Mummy Pig's pregnancy and a Walmart-exclusive toy prerelease were promoted through a YouTube podcast and Walmart partnership described as comprehensive.
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