Last week, the news emerged—and quickly went viral—that Mummy Pig is expecting baby number three. And this marks a multi-faceted expansion for Hasbro’s Peppa Pig that will touch a lot of different aspects of the preschool powerhouse brand. 

To understand the strategy behind this significant change, Kidscreen interviewed Esra Cafer, SVP of global franchise strategy and management for preschool and fashion at Hasbro. She gave us a peek at what’s happening behind the scenes, what’s on the horizon in upcoming episodes, and what’s heading to toy shelves.

KS: Congrats to Mummy Pig on her pregnancy! What prompted you to pursue this new storyline now?  

EC: Fans have speculated about a new baby in Peppa’s world for quite a while. Coming off the franchise’s 20th anniversary in 2024, it felt like the perfect time! 

KS: What kind of research did you look into? Were there any findings that told you that this storyline was poised to generate strong interest in your audience? 

EC: Absolutely! [When we] tested the idea with families, the response was a resounding “yes”. A new baby is something so many kids relate to, [so] Peppa gives them a fun, familiar way to explore what that means.

We spent an entire year talking to thousands of preschoolers and their parents across the US and UK, gathering both qualitative and quantitative feedback to really understand where we should take the brand next. 

What came through most clearly was how much families want to retain the iconic elements of Peppa Pig, while hoping to see more stories that tackle big emotions, show new aspects of our characters, and feel relevant to their lives today. The idea of a baby, in particular, was seen as a natural evolution for Peppa Pig that families wholeheartedly welcomed. 

KS: What are the plans to depict how Peppa and George are feeling about and preparing for the arrival of a new sibling?  

EC: Like any four-year-old, Peppa will feel all the emotions—joy, jealousy, excitement and confusion—as she becomes a big sister twice-over. 

The arrival of a new baby also brings new opportunities for the sibling duo to step up in their new role. If you know Peppa, I’m sure you can imagine she’ll love sharing her favorite things with Baby, but not nappy changes! George will also adjust to no longer being the youngest, while Mummy and Daddy Pig navigate parenting three little ones, with heartwarming and humorous moments along the way. 

KS: What other themes will be explored?  

EC: Not only is our favorite family expanding, but the narrative around parenting has evolved greatly in the 20 years since Peppa Pig’s premiere. That has allowed us to tackle more modern themes that align with the relatable, everyday conversations parents are having with their toddlers today. 

KS: Will this be a season-long pregnancy arc for Mummy Pig or longer/shorter than that? 

EC: Mummy Pig’s pregnancy journey kicks off with The Big Announcement episode airing March 31 (on Nickelodeon in the US), and we’ll follow all the big milestones—gender reveal, preparing the baby’s room—before Baby Pig’s arrival and naming. I can’t give too much away, but it is a jam-packed season!    

KS: What can we expect on the consumer products side for this new storyline? 

EC: In the lead-up to Baby Pig’s arrival, new content and fresh products that reflect the growing family will be introduced, including a toy set that comes with Daddy Pig, Mummy Pig, George, Peppa and Baby Pig in carrier—all poseable figures that can hold hands for sweet moments. 

There will also be new additions to the product line like a Big Family House and Big Family Car that accommodate the growing brood and reflect this year’s episodic content. 

KS: What plans do you have for the baby? Will the new character stay a baby forever or will you allow the character to age up? 

EC: For now, the focus will be on Peppa and George growing into their new roles as big siblings. But who knows what the future holds? 

KS: What was the creative process like for the writing team? 

EC: It was definitely a collaborative process, and our partners at Karrot Studios were all in from day one. We wanted to ensure that the arrival of a new sibling felt both relatable and fun for our audience. The process was all about blending big emotional moments with Peppa‘s signature humor. We explored how Peppa and George would react, balancing their feelings with the lighthearted energy that makes Peppa so special. 

KS: What lessons are you channeling from working on past episodes that tackled difficult topics?  

EC: We’ve showcased hundreds of topics over the years that all preschoolers go through and may find scary: visiting the dentist for the first time, moving house or not being able to whistle when your best friend can. Through watching Peppa navigate these experiences, countless preschoolers all over the world have found the confidence to jump in. That is a legacy we are hugely proud of. 

We’ve also introduced Mandy Mouse, a member of Peppa’s playgroup who loves basketball and cheese, and who happens to be in a wheelchair, as well as our Polar Bear Mummies to continually reflect the world preschoolers recognize and relate to from their own lives. 

We will keep doing that, and the introduction of a new baby in the family is part of that commitment to continual evolution and relatability. 

KS: Are there any challenges that come with introducing such a disruptive storyline in a long-running kids series?  

EC: Change is big—just like in real life! Kids have grown up with Peppa’s family as a foursome, so we’re easing them into the shift, just as Peppa and George are experiencing it. 

KS: Likewise, what new opportunities does this development open up from a creative perspective?  

EC: The opportunities are endless, especially in showing new facets of our original characters. The arrival of a new baby brings big changes, with Peppa stepping up as a big sister and George adjusting to no longer being the youngest, while Mummy and Daddy Pig navigate parenting three little piggies. Introducing such a major change for the family creates opportunities to show the characters navigating unfamiliar waters and reacting to the change in ways that would otherwise be very difficult to bring about through more routine circumstances.  

KS: How do you think this will affect your viewing audience? 

EC: The reception to Mummy Pig’s announcement has been overwhelmingly positive, not only among fans but across social media as well—particularly with Gen-Z viewers who grew up with this family. People are very excited to experience this major change alongside Mummy, Daddy, Peppa and George, so we expect many will tune in as a result.

KS: What other changes or plots would you like to introduce on the show? 

EC: Going on this journey alongside Peppa and her family has been so inspiring and has sparked so many new ideas for paths we can go down. We’d love for fans of Peppa Pig to get to know George on a bit of a deeper level, but I can’t reveal anything yet. No spoilers here… oink, wink!