Hasbro has unveiled the latest news and activity for one of the world’s most recognisable and best-loved franchises at this year’s Licensing Expo (20–22 May) in Las Vegas.
Kicking things off, Hasbro introduced the world to Evie—Peppa Pig’s sweet new baby sister—offering fans a first look at the character, heart-shaped birthmark and all, ahead of her big-screen debut in Peppa Meets the Baby, premiering on May 30. Mummy Pig gave birth to the beautiful baby girl on Tuesday 20th May at 5:34am. Both Mummy Pig and baby are doing well.
The birth of Evie, aka Baby Pig, heralds a transformative new chapter for Peppa Pig. Hot on the heels of Peppa’s 20th anniversary in 2024, the storyline milestone is already inspiring a new wave of licensed products that bring fans deeper into Peppa’s world.
“From Peppa Pig’s new family chapter to MONOPOLY’s 90th anniversary, Licensing Expo 2025 is all about celebrating the iconic stories that continue to resonate with fans around the world,” said Kim Boyd, President, Global Toy & Licensed Consumer Products at Hasbro. “It’s also a moment to highlight the incredible creative partnerships that help us evolve our brands in bold, relevant ways. With a franchise-first mindset and a focus on innovation, we’re unlocking new ways to connect with consumers across categories and generations. We’re excited to share what’s next—and to reconnect face-to-face with our amazing partners and peers from across the licensing industry.”
Peppa Pig: A New Era Begins
A transformative new chapter begins for Peppa Pig with the arrival of Baby Pig. Hot on the heels of Peppa’s landmark 20th anniversary in 2024, this storyline milestone is already inspiring a vibrant new wave of licensed products that bring fans deeper into Peppa’s world.
Entertainment, Music & Experiences
- Peppa Meets the Baby Cinema Experience (Global): PIG changes are coming! Launching in over 2,600 cinemas across 20 markets beginning May 30, Peppa Meets the Baby is a heartwarming, cinema-exclusive event that follows Peppa Pig and her family as they prepare to welcome a new baby sibling. From home renovations and car shopping to making unforgettable family memories, this big-screen experience marks the beginning of a new era for the beloved brand. With 10 all-new episodes, six original songs and music videos and plenty of laugh-out-loud and heartwarming moments, families can sing, dance and celebrate with Peppa like never before. Tickets are available now at peppapigcinemaexperience.com, in partnership with Trafalgar Releasing.
- Peppa Meets the Baby – The Album (Global): Launching May 30, Peppa Meets the Baby – The Album is a joyful new music release inspired by the upcoming big-screen event. Packed with catchy songs that celebrate friendship, family and the excitement of welcoming a new baby, this playful collection is perfect for preschoolers and parents alike. With sing-along lyrics, feel-good energy and all the charm of Peppa and her friends, the album will be available on all major streaming platforms worldwide.
- How Big is the Baby now? Single (Global): Join Peppa Pig for a giggly countdown in her brand-new song, How Big Is the Baby Now? This cheerful tune follows Peppa as she counts the weeks and imagines how big her new baby sibling is growing — from the size of a lemon to a bouncing baby! This song helps little ones share in the excitement of a growing baby. Perfect for big brothers and sisters-to-be, this catchy countdown is full of fruit, fun and family love. Available now on all major streaming platforms.
- E.V.I.E. Single (Global): Get ready to sing along with Peppa in this adorable new song all about becoming a big sister! Peppa shares her excitement about having a brand-new baby in the family. Peppa’s catchy tune is full of love, laughter and big-sister pride. With playful lyrics and a sweet melody, this song is perfect for little ones adjusting to a growing family — or just dreaming of what it’s like to be the older sibling! Available now on all major streaming platforms.
- Merlin Entertainments (North America and Europe, Middle East & Africa): Beginning this summer, fans can meet Peppa’s baby sister, Evie, in person through an all-new interactive character experience at select Merlin Entertainments locations—Peppa Pig Theme Park Dallas-Fort Worth, Peppa Pig Theme Park Florida and Peppa Pig World of Play centers in Michigan, Chicago and Dallas. To better support growing families, both Florida and Dallas-Fort Worth theme parks will introduce designated “parent-to-be” parking spots starting in June, making visits more convenient and accessible for expectant parents.
- Peppa Pig World (EMEA): This summer, Paultons Park—home of Peppa Pig World—will welcome Peppa’s newest family member with new experiences. Guests will have the chance to meet Evie in person, alongside Peppa and the rest of the Pig family, in a delightful and memorable character experience.
- Peppa Pig Store (EMEA): To celebrate the arrival of Baby Pig, the Peppa Pig Store at Battersea Power Station will host a Welcome Baby Weekend from May 31 to June 1. Families can enjoy fun-filled activities, shop new product launches and be among the first to meet Mummy Pig and Evie in London.
Toys & Games
- 8th Wonder (EMEA): Launching in Autumn/Winter 2025, Baby Shower Wooden Role Play Set invites little ones to join Peppa Pig and Mummy Pig as they prepare for the arrival of the newest family member.
- Character Options (Global): Character Options expands its Peppa Pig line globally, with new offerings including the Whizz Around Track Set in July 2025 and two Autumn/Winter 2025 launches: a plush range featuring the new family of five and a refreshed Wooden House playset.
- Jada Toys (NAM): Jada Toys and Hasbro are teaming up to steer Peppa Pig fans into a whole new world of fun with a remote-controlled Family Car, available exclusively at Walmart.
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- Just Play (NAM): This fall, Just Play expands its Small Plush Assortment to include Evie and introduces the Big Sis Peppa Plush, a soft and snuggly plushie that celebrates the arrival of Peppa's new little sister. Perfect for nurture play and storytelling, this plush lets kids re-create heartwarming moments and imagine new adventures with Peppa and her growing family.
- Tara Toy (NAM): Tara Toy is rolling out an arts & crafts range packed with personality. Think paint, stickers, and creative kits, all tied to the arrival of Baby Pig.
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- WOW Stuff! (EMEA): WOW Stuff! and Hasbro are rolling in the new “Drive & Learn Peppa” toy in Autumn/Winter 2025. Complete with 6 learning cards to teach little ones numbers, colours, shapes and locations, the easy-to-use steering wheel controls the play mode. Lay the cards down, pick a mode and listen to the narrator who prompts the child and encourages play at every step. The car reacts when driving over the cards, providing the child with a sound or phrase. For added fun, the car comes with a window light reveal when switched on and makes sounds when pushed along.
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Apparel, Accessories & Footwear
- Blues (EMEA): The Peppa Pig apparel collection from Blues, launching Spring/Summer 2026, features fun new designs for kids’ favorite characters, both new and familiar.
- Mad Engine (NAM): Mad Engine's POD Peppa Pig all-family tees will be the go-to for Peppa fans this Spring/Summer 2025.
- Matalan (EMEA): In-store from August 2026, Matalan will introduce a playful Peppa Pig apparel collection across Girls and Boys fashion and nightwear celebrating Baby Pig's debut.
- Mori (EMEA): Known for its cozy, elevated babywear, Mori will launch a special Peppa Pig sweatshirt and t-shirt design featuring Baby Pig in Autumn/Winter 2025. An updated version of the best-selling Peppa sweatshirt, this addition to the Mori range expands the world of Peppa with Baby Pig!
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- Roy Lowe (EMEA): Roy Lowe has been keeping feet happy since 1996, and now they’re bringing Peppa Pig into the mix for Autumn/Winter 2025.
- William Lamb (EMEA): William Lamb’s Autumn/Winter 2025 range delivers functional fashion with Peppa Pig across footwear, bags and accessories.
Home & Lifestyle
- Character World (EMEA): In Autumn/Winter 2025, Character World will debut a collection of Home Textiles (including bedding and cushions) featuring Baby Pig.
- Danilo (EMEA): In Autumn/Winter 2025, Peppa will star in Danilo’s latest card and wrap range, featuring designs that highlight Peppa, her friends and her newest sibling.
- DNC (EMEA): In Spring/Summer 2026, DNC will launch a new line of Peppa Pig dinnerware featuring bright, playful designs – and for the first time, Baby Pig will join Peppa and George at the table.
- Moonpig (EMEA): This Autumn/Winter 2025, Moonpig will launch Peppa Pig cards and gifting items featuring new designs welcoming Baby Pig with added personalization making it the perfect way to celebrate!
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- Sunny Days Entertainment (NAM): Sunny Days Entertainment and Hasbro are gearing up to bring Baby Pig into the everyday with a new range of themed essentials on Amazon including Baby Pig’s Crib Ball Pit, the Peppa Pig Soft Potty Seat, Umbrella Stroller and Booster Seat with Tray.
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- Widdop (EMEA): Widdop’s homeware and gifting collection with decorative pieces, gift-ready essentials and more for Autumn/Winter 2025 just got even cuter with Baby Pig!
- Zak (EMEA): Zak’s durable, kid-friendly dinnerware collection for Spring/Summer 2026 is all about family meals with Peppa Pig, now featuring Baby Pig!
Promotions
- Kidde (NAM): Kidde, a leader in home fire safety, is teaming up with Hasbro and Peppa Pig to help families create safer homes. With the arrival of a new baby in Peppa’s family, the promotion will spotlight the importance of families having the right smoke and carbon monoxide (CO) alarm coverage and updated family safety plans when key life moments and family milestones occur—delivering timely, kid-friendly messages and activities that resonate with today’s growing households.
Publishing and Storytelling
- Scholastic (NAM): Scholastic and Hasbro are on board for a standout publishing program tied to the biggest moments in Peppa’s world this year, walking alongside the episodical arc with formats designed for schools, libraries and snuggle-time reads at home. Peppa Pig: The Biggest Sister, hits shelves on June 3, followed by a hardcover book on September 16 that explores the big questions Peppa and George have about their new little sibling.
- PI Kids (EMEA): PI Kids, an imprint of Phoenix International Publications, Inc., will release a sound button book featuring Baby Pig in September 2025 - Peppa Pig: Baby on Board. In this interactive story, Peppa and her family are taking a ride in their car, and the reader is in the driver’s seat several ways to engage and play!
- Egmont (EMEA): Egmont is rolling out special editions of Peppa Pig Magazine throughout the year, packed with content mirroring themes in entertainment like the big announcement and the baby’s arrival. There will be special pickup in markets including GSA, IB, IT, CEE, Greece, Turkey and France.
- Ladybird/Penguin UK (EMEA): Ladybird/Penguin UK is releasing their first picture book Peppa's new baby sister in July and a Baby Evie board book for September, along with a special audio story, Family time with Peppa, in late-September.
Starting in 2025 and continuing through 2026, Peppa Pig will have additional evergreen licensed collaborations and campaigns across toys, fashion, home goods, experiential, food & beverage and publishing with partners such as Kervan USA, Jakks Pacific, HTI, Claire’s, 361, British Swim School, Kokuyo, Pampers Easy-Ups, Tastelli, Trends and VTech.
From License Global:
‘Peppa’s’ New Addition
Peppa Pig is going to be a big sister again! Find out what this means for the Hasbro franchise.
At a Glance
- Why Introduce a New Core Character in 2025?
- A New Dynamic for Peppa and the Gang
- The Consumer Products Perspective
For more than 20 years, “Peppa Pig” has been a household favorite for families and young ones. In that time, the core family unit – Mummy and Daddy Pig, Peppa and her young brother George – have remained consistent and unwavering. But all of that is about to change as the family looks to welcome a new addition – a new baby girl piglet. The name, Evie was revealed just ahead of Licensing Expo, she will make her on-screen debut soon.
For Hasbro and its franchise, this is a monumental moment that will open the animated series up to new episodic content and story archs, as well as create myriad opportunities for fresh consumer product style guides, merchandise and more.
But why now? Why introduce a new core character in 2025?
“Time really does fly! With ‘Peppa Pig’s’ 20th anniversary now behind us, it felt like the right moment to do something truly special,” says Esra Cafer, senior vice president, global franchise strategy and management, preschool and fashion, Hasbro. “Mummy Pig’s pregnancy is a landmark moment for the franchise and the show’s evolution. It’s not just that the family’s growing, but how we talk about family life has changed over the years. Parenting looks different in 2025, and we wanted to reflect that in a way that feels relevant and real for today’s families.”
The fervor around the new addition is not without its own thrilling launch. Kylie Kelce, podcaster, mother of four, wife of football star Jason Kelce and potential sister-in-law to Taylor Swift, broke the news on her hit broadcast “Not Gonna Lie” in February. The podcast teased the season 10 episode reveal on March 31, “Peppa Pig The Big Announcement.”
The baby will make her arrival in a special cinema experience, “Peppa Meets the Baby,” in partnership with Trafalgar Releasing. The special event – which includes 10 episodes, six original songs and exclusive music videos – will debut May 30 in 2,600 theaters across 14 countries.
“Introducing a baby girl opens up a whole new dynamic for Peppa and the gang – one filled with family firsts, big emotions and, naturally, a few extra oinks,” says Cafer. “Peppa’s always been there to help kids navigate new experiences, and now, with Baby Pig, families can share in those precious moments of growth and change. It’s a lovely new chapter for Peppa, and one we think will resonate deeply with families everywhere.”
Peppa and George will find themselves grappling with the change as they adjust to life with a new sibling and understand how the baby influences not only their home environment but those around them.
“It’s all about celebrating family, love and the joy of pulling together to support each other,” says Cafer.
The baby story arch is, in many ways, mirroring the fan experience. Says Cafer, much of the generation that grew up on the original “Peppa Pig” are beginning families themselves now, creating “a beautiful, full-circle moment.”
From a consumer products perspective, expect to have the new baby reflect across all merchandise ranges immediately.
“We’re rolling out a host of new toys, playsets, books, live experiences and other merchandise to help bring the growing family to life in homes everywhere,” says Cafer. “We’re absolutely thrilled to offer fans even more ways to dive into the ‘Peppa’ universe and enjoy these special moments. Whether it’s creating your own Peppa family adventures at home or enjoying new Baby Pig-inspired toys, there’s something for everyone as the family grows. It’s an exciting time for us, and we’re making sure there are plenty of ways for fans to get involved right from the start!”
On board are more than 1,000 licensees worldwide. Toys, books, fashion, homewares and more will lead the charge, with a special collection of Hasbro toys available exclusively at Walmart and Walmart.com beginning May 30. Products in the Walmart range include items from partners such as VTech, Jada Toys, Just Play, Tara Toy, Jakks Pacific and more. From August, non-exclusive products will roll out to major global retailers.
In the U.K., Smyths will debut products beginning on June 1. Then, in the fall, expect to see even more products from licensees including Character Options, 8th Wonder, Goliath, Crayola, Wow Stuff!, Mori, Character World, Roy Lowe, Moonpig, Danilo, Trevco and William Lamb.
On the publishing front, expect to find Scholastic releases hitting shelves beginning June 3 in the U.S., and in the U.K., Egmont will roll out its “Peppa Pig Magazine” throughout the year. PI Kids will release an interactive sound button book, “Peppa Pig: Baby on Board,” in September, and Ladybird/Penguin U.K. will release a picture book in July.
There will also be live experiences as well across various locations, including Merlin Entertainments, Paulton’s Park and Rainbow Productions.
“It’s going to be a brilliant year, and I can’t wait to share more details soon,” says Cafer.
Watch: Hasbro Talks ‘Peppa Pig,’ ‘Jem and the Holograms’ and More ...
Licensing Expo 2025 has seen some big news, and Hasbro has made headlines for revealing Peppa Pig’s newest family member at the show. The toy and gaming giant works on numerous huge properties, and with that comes some big licensing deals.
We learned more about the company’s latest developement with Hasbro’s Esra Cafer, senior vice president, global brand strategy and management, preschool and fashion; and Matt Proulx, senior vice president, global experiences, partnerships and music.
Watch the full interview for the latest in licensing with License Global.
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From Licensing.biz:
Exclusive: Kim Boyd shares Hasbro news from Licensing Expo
Speaking exclusively with Licensing.biz, Kim Boyd – president, Global Toy & Licensed Consumer Products at Hasbro – discussed how Hasbro is bringing its properties to life at this year’s major licensing event.
What properties will Hasbro be focusing on at Licensing Expo this year, and what developments will you be sharing around these franchises?
At this year’s Licensing Expo, we’re showcasing the scale, strength and staying power of Hasbro’s portfolio with a clear message to current and future partners: this is the moment to build with us.
From evergreen icons like Peppa Pig, Monopoly and Transformers, to reimagined favourites such as My Little Pony, Furby, Furreal and Littlest Pet Shop, we’re highlighting brands that are primed for growth across categories and global markets. Each property brings new content, fresh creative and robust consumer engagement, unlocking opportunity across Toys, Fashion, Publishing, Digital, Food, Live Experiences and more.
We’re especially excited to introduce Evie, Peppa Pig’s new baby sister. She’ll make her debut in content via the Peppa Meets the Baby Cinema Experience, premiering in over 2,600 theatres across 14 countries on 30th May. This isn’t just a content milestone; it’s a full franchise expansion with licensed programmes already rolling out across Toys, Apparel, Music, Books, Home and more. It’s a fresh entry point for families and a perfect time for new partners to come aboard.
We’re also celebrating 90 years of Monopoly with high-impact global rollouts that embody the game’s playful world, where opulence and villainy collide and all is fair in the race for riches. With limited-edition fashion, collectibles, gaming gear and promotional collaborations, we’re opening the door to trend-forward categories and retail moments that celebrate the brand’s cultural legacy and modern edge.
Beyond the booth, Hasbro took centre stage on Tuesday 20th May, as Marianne James, our SVP of Global Licensing, moderated the show’s keynote panel: “The Future of Retail: Trends, Technology and the Evolving Consumer.” She was joined by senior executives from Walmart, Primark and Miniso for a candid conversation about what’s next in retail and how licensing can lead the way.
This year is about momentum, expansion and unlocking what’s next. We’re here to build smart, scalable brand programmes, and we’re excited to connect with partners who want to grow with us.
What are some of Hasbro’s key focuses/collabs for 2026 and beyond?
As we move through 2025 and look toward 2026, our focus is on building deeper, more connected brand worlds that extend beyond the Toy aisle. You’ll see bold cross-category initiatives across Fashion, Food & Beverage, Publishing, Home and Digital, each designed to meet fans where they are and reflect how audiences engage today. We’re investing in fresh content, trend-forward design and culturally resonant collaborations that bring our IP into new spaces and daily moments.
While some of our biggest 2026 announcements are still under wraps, our pipeline is packed with exciting launches that we can’t wait to share, and licensees will be at the heart of that growth.
Last year, Hasbro showcased a vast portfolio in Vegas, celebrating milestones and partnering with new licensees across Toys, Games and Collectibles. How have these performed in the last year? Any standouts?
2024 was a year of milestones, and the results speak for themselves.
Peppa Pig celebrated its 20th anniversary with major global activations, from Peppa’s Cinema Party and a star-studded entertainment special with Katy Perry and Orlando Bloom, to the opening of Europe’s first Peppa Pig Theme Park in Germany and the brand’s first permanent, standalone retail store in London’s Battersea Power Station.
Transformers’ 40th anniversary was anchored by Transformers One, the franchise’s first fully CG-animated feature, which premiered in September 2024. The movie earned $129, globally, received an A CinemaScore, and achieved a 97% audience score on Rotten Tomatoes – the highest in the franchise’s history. Meanwhile, the Till All Are One anniversary event reached nearly 90,000 fans across 33 countries and drove a major lift in eCommerce sales, including the Transformers Amazon storefront.
We also celebrated 50 years for Dungeons & Dragons. Some of our key moments included the music release of Dungeons & Dragons – Bardic Inspiration: A Musical Journey through the Forgotten Realms, which featured 12 original tracks available on vinyl, Dolby Atmos and digital. It was a big year for D&D live experiences as well. Dungeons & Dragons: The Twenty-Sided Tavern opened in New York City in May 2024 and at the Sydney Opera House in December 2024, ahead of a 2025 US tour. From publishing with Random House to lifestyle collabs like the D&D Coffee Club and Boss Dog apparel, the brand proved its power to cross formats and connect with fans in new ways.
These franchise moments didn’t just deliver: they laid the groundwork for even bigger launches ahead.
The Peppa Meets The Baby Cinema Experience will be arriving in theatres at the end of the month. What has the build-up and anticipation been like? How will you make it the Year of Peppa?
The build-up to Peppa Pig’s ‘Peppa Meets the Baby’ cinema experience has felt like a true celebration in motion. This moment has been over a year in the making, so keeping it under wraps has been hard but exciting. Since announcing Mummy Pig’s pregnancy news in February, families have been part of the journey, especially Gen Z and Millennial parents who grew up with Peppa and are now watching with their own children. April’s gender reveal brought another wave of energy, and now, fans have gotten their first glimpse of Evie. It all culminates in the cinematic debut on 30th May, when 10 brand-new episodes will premiere in more than 2,600 cinemas across 14 countries.
The arrival of a new baby is a universally relatable moment for young kids, and Peppa gives them a joyful, familiar way to understand and explore those changes. As her world expands, we’re telling richer stories, introducing new characters, and building out experiences that reflect the lives – and households – of today’s families.
Hasbro takes home Global Excellence Award
On 19th May, ahead of Las Vegas Licensing Expo opening its doors, Licensing International unveiled the winners of its Global Excellence Awards, including one win for Hasbro for Monopoly x Nike x WS Game Company in the Best Hardlines or Packaged Goods Collaboration category.
“Receiving one of these prestigious awards is an incredible honour, one that not only celebrates our hard work and dedication but also reaffirms Hasbro’s commitment to excellence,” enthused Kim following the announcement. “The Licensing International Excellence Awards are a testament to the collective efforts of our team and the unwavering support of our loyal customers. This recognition not only elevates our standing within the industry, but also serves as a beacon of inspiration, motivating us to continue pushing boundaries and setting new standards of innovation and quality as we create magical moments for fans and families across the globe.”
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Additional Images:
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| Peppa Pig remote-controlled Family Car |
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| Peppa Pig RC Family Car |
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| Peppa Pig remote-controlled Family Car |
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| Peppa Pig Wooden Dress Up Set |
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| Peppa Pig Felt Playscene |
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| Peppa Pig Necklace Activity Set |
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| Peppa Pig Drive & Learn Peppa Car |
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| Peppa Pig Drive & Learn Peppa Cards |
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| Peppa Pig Drive & Learn Peppa Cards |
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| Peppa Pig Oversized Sweatshirt & Hydrangea Rib Leggings |
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| Peppa Pig Oversized Sweatshirt |
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| Peppa Pig T-Shirt and Hydrangea Rib Leggings |
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| Peppa Pig T-Shirt |
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| 'Congratulations on Your New Baby' Peppa Pig Greetings Card |
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| 'Welcome to the World' Peppa Pig Greetings Card |
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| Peppa Pig Soft Potty Seat |
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| Peppa Pig Soft Potty Seat |
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| Peppa Pig Soft Potty Seat |
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| Peppa Pig Soft Potty Seat |
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| Peppa Pig Soft Potty Seat |
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| Peppa Pig Soft Potty Seat |
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| Peppa Pig Soft Potty Seat |
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| Peppa Pig Baby Pig’s Crib Ball Pit |
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| Peppa Pig Baby Pig’s Crib Ball Pit |
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| Peppa Pig Baby Pig’s Crib Ball Pit (Folded) |
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| Peppa Pig Baby Pig’s Crib Ball Pit Rubber Ducks |
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| Peppa Pig Baby Pig Umbrella Stroller |
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| Peppa Pig Baby Pig Booster Seat with Tray |
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| Peppa Pig Family of Five Figure Set |
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| Peppa Pig’s Big Family House |
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Source: LicensingSource.net.
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