Peppa Pig maker Hasbro has signed a licensing deal with the Football Association, which will see a new character, Libby Lioness, join the popular children's animated TV show. The agreement also includes the creation of co-branded merchandise.
The new character, Libby Lioness, will be voiced by former England international Jill Scott and is set to debut in a two-part special next summer. This initiative aims to engage young children and convert them into football fans, according to Hasbro.
The partnership is scheduled to launch next year, ahead of the European champions' campaign at the 2027 Women's World Cup in Brazil. Products in the Peppa Pig x Lionesses range will feature toys, sporting accessories, and clothing. Libby Lioness will also appear in Peppa Pig Tales YouTube episodes and other branded digital content.