Hasbro and George at ASDA are teaming up once again to launch a brand-new PEPPA PIG collection of toddler apparel, accessories, toys, homeware, publishing and more. Timed to the excitement around Peppa’s new baby sister, Evie, this cross-category collaboration brings playful new products designed for every member of the family.

 

As a trusted PEPPA PIG partner and a leader in preschool retail, George at ASDA is the perfect destination for this range. The collection captures the brand’s joyful spirit and celebrates family moments with products that bring Peppa and Baby Evie into homes, wardrobes and everyday routines.

Collection highlights include:

“Where Snuggles Begin” Baby Range: Celebrating Baby Evie’s arrival with all-new essentials including 2-pack sleepsuits, sleep sacks and more from Blues.

Fashion-Forward Apparel: Toddler girls’ daywear, nightwear, footwear and accessories, plus George Pig styles such as a “Best Brother” T-shirt, from Blues and Aykroyds.

 Cozy Home Essentials: Bedding, pillows and blankets from Character World, along with dinnerware and hydration lines from HOX.

Charming Toys: An ASDA-exclusive Baby Evie plush from Character Options and a wide range of toys from Hasbro, HTI, RMS and more. Select stores will also feature bespoke Peppa toy bays.

Snacktime Fun: Yoplait strawberry fromage frais (6-pack, in 491 stores) and Heinz Peppa Banana biscotti (available in 280 stores).

Books & Magazines: A strong lineup of 17 titles, including Peppa’s New Baby Sister (available in 457 stores), plus the popular Peppa magazine from Egmont.

 

The full range and more are available now online and in select ASDA stores

“PEPPA PIG has always been about celebrating the moments that matter most to families, and this new collection with George at ASDA is no exception,” said Sally Carnota, Senior Director, Licensed Consumer Products, UK & Iberia at Hasbro. “With Baby Evie joining the family, we’re introducing a range that captures the joy of that milestone—whether it’s a bedtime story, a cozy night’s sleep or playtime with a new favorite toy. It’s a great example of how strong retail partnerships can extend Peppa’s world across categories and into everyday family lives.”

“We’re thrilled to team up with Hasbro on this brand-new PEPPA PIG collection celebrating Baby Evie, and we send our warm congratulations to the Pig family,” said Vicki Radford, George at ASDA License Manager. “Our customers and their little ones already love PEPPA PIG at George at ASDA, and we’re confident this new range will be just as popular.”

To celebrate the launch, Hasbro will roll out a campaign featuring a social partnership with Stacey Solomon who is the #1 celebrity influencer for pre-schooler parents alongside a mum’s micro influencer unboxing campaign.