Hasbro has teamed up with clinical psychologist Dr. Becky Kennedy to help Peppa Pig become the latest kids TV brand to develop a support toolkit for parents.

The company’s multiplatform Muddy Puddle Parenting initiative includes two digital-first series and a branded guide with parenting tips. As part of the program, Hasbro quietly launched a new Muddy Puddle Parenting YouTube channel in May, stocking it with more than 20 (mostly short) videos, including clips from Peppa Pig talking about feelings and the experience of being a parent.

“Our goal is for families to feel seen and supported—not just entertained—by the Peppa Pig brand,” Kristin McKay, Hasbro’s SVP and GM of global brands, fashion & preschool, tells Kidscreen. “Whether it’s saying goodbye at drop-off, managing big bedtime feelings, or navigating sibling ups and downs, these are the moments every parent knows well. With Muddy Puddle Parenting, we’re creating space for parents to feel just as connected to the brand as their kids do with tools and stories tailored to their own parenting journey.”

Kennedy and Hasbro will roll out a three-part series on the new channel—starting with a first episode that was released Tuesday—in which Kennedy helps prep Mummy and Daddy Pig to talk to Peppa and George about their new baby sister. 

Hasbro will also launch a short-form series called Peppa Pig: Pep Talks, featuring Peppa and celebrity guests talking about everyday challenges many families face. These short videos will be available on YouTube, Instagram and TikTok.

All of this is part of an expansive marketing campaign Hasbro has activated around a new baby sister joining the Peppa Pig cast, a major evolution for the 20-year-old brand. In April, Hasbro sent a package of episodes showcasing the new piglet to theaters in 14 countries, and Walmart is selling exclusive toys in the new character’s likeness. 

Hasbro’s content push is similar to Moonbug’s ongoing branding campaign CoComelon Can Help, a series of ads and partnerships aimed to position CoComelon as a resource for parents who need a hand convincing their young ones to do daily tasks like brush their teeth, use the potty and go to bed.

Updated 06/26/2025 8:54 a.m. with quote from Hasbro.