Audible to launch Peppa Pig podcast in partnership with Hasbro

Project marks first audio storytelling extension of the global brand

Audiobook and podcast company Audible is planning to release a Peppa Pig podcast, in partnership with the popular animated character’s parent company Hasbro. 

Full details on the podcast, including the name and release date, will not be announced until later this year, but the series plans to “deliver storytelling with heart and humour” to a multi-generational audience, according to eOne Hasbro global brand management senior vice president Esra Cafer.

“Peppa is a first best friend for millions of preschoolers around the world, inspiring them to jump into every first adventure with confidence and curiosity,” said Cafer. “We can’t wait to bring her inimitable storytelling to the medium of podcasting for the first time.”

Hasbro’s decision to partner with Audible is part of the company’s overall ‘Blueprint 2.0’ strategy which involves more than doubling its investment into growing the IP of its toy and game brands. In addition to Peppa Pig, Hasbro owns the IP of notable brands like Dungeons & Dragons, Transformers, Play-doh, Nerf, Monopoly, and Clue.

This is the first podcast extension to the global Peppa Bring brand, having already been adapted into various formats including theme parks, retail, and most recently an entire portfolio of music tracks distributed across music apps as part of a partnership with Sony Music Publishing.

“We’re delighted to work with Hasbro to expand our family listening content with one of the most popular and impactful brands, Peppa Pig,” said Audible Canada and UK head of content Aurelie de Troyer. “With nearly 20 years of exceptional storytelling for families, we’re in a unique position to develop something very special with the incredible team at Hasbro and expand Peppa’s world into the audio space.”

According to Edison Research, Kids & Family is the 18th most popular podcast genre in the US by reach as of Q1 2023, and a number of other podcast companies have started to invest in the children’s podcast space. This includes childrens’ radio and podcast network Fun Kids, and Apple Podcasts, which signed with entertainment company Pinkfong, the company behind the viral song Baby Shark, to launch a slate of original podcasts exclusively on the platform.