“This is just the beginning…”: Hasbro’s John Frazier on PEPPA’s power in the toy aisle

John, it’s great to connect. You’re Director of Global Brand Strategy and Marketing for Hasbro’s preschool portfolio. What does that cover?
In my current role, I oversee a team that drives Hasbro’s preschool toy portfolio – including PEPPA PIG, PJ MASKS, POTATO HEAD and PLAYSKOOL – through brand development, go-to-market strategies, marketing and more. It has been so rewarding getting to launch riveting play experiences based on the world’s most beloved brands, and my goal is to continue driving these kinds of exciting programs forward.

PEPPA celebrates its 20th anniversary this year. What makes the brand an exciting licensing prospect for you?
PEPPA PIG is in high demand at retail and is represented in nearly every licensing category, including fashion, toy and game, publishing, music, promotions, entertainment, digital gaming and location-based entertainment (LBE). The brand is such a major player in the licensing world because it’s clear that PEPPA can successfully translate into wide-ranging products and experiences.

For example, the LEGO DUPLO PEPPA PIG sets we launched this year have been such a hit among preschoolers. Combining the brick-building element with the colourful and vibrant world of PEPPA PIG has been a recipe for success. We are so fortunate to have world renowned partners see the opportunities with PEPPA PIG, come to us and help us break new ground for the brand – even 20 years into its lifecycle – through unique play experiences.

PEPPA has been a big hit in the toy aisle. What do you put its success in this category down to?
Since it first debuted 20 years ago, PEPPA PIG has been known as a playful brand that delivers engaging stories that resonate with kids and families from all walks of life. The playfulness of the show perfectly applies to its potential in the toy aisle.

Peppa is known as preschoolers’ first friend, so kids love engaging with the character offscreen, in their homes and with their friends and families. For instance, Peppa Pig Peppa’s Muddy Puddles Party doll is the ideal toy for kids to engage with Peppa. As a highly interactive electronic doll with 55 sounds, phrases and reactions, the toy engages back with children and helps to foster imagination and movement. With products like this, kids can take their fandom a step further.

Yes, I remember that impressing at Spielwarenmesse earlier this year. And what is it important for PEPPA toys to convey ‘brand-wise’?
PEPPA does such a great job connecting to the audience by portraying the life of a preschooler through their own eyes. This relatability is not only fun and entertaining but also allows kids to be confident in their own life the way Peppa would be when facing the same first experiences. Our toys allow consumers to bring Peppa and her world off the screen and into the homes of children worldwide, helping them navigate their own world with confidence.

A great example of this is our new Peppa’s 2-in-1 Party Bus Playset. With it being PEPPA’s 20th anniversary, there is no better way to celebrate than with her own Red Double Decker Party Bus! Kids can transform this toy from party bus mode to playset mode, complete with slide and a dance floor – delivering relatable real-world elements through a fun preschool lens to party with Peppa and her friends.

We’ve spoken to a few of your PEPPA toy partners recently – like TOMY and HTI. What do you feel is the key to successful creative collaborations between licensors and licensees?
The key to success is synergy. Working with creative partners who put purpose at the forefront of everything they do and who understand our mission as a company is imperative. We aim to be the ‘Partner of Choice’ but we’re also looking for strategic alliances to help us grow our beloved brands and get them in the hands of consumers in all-new and creative ways.

Looking ahead, are there any areas of toys and games that you feel remain untapped for PEPPA?With such a big milestone this year, we truly believe this is just the beginning for PEPPA! She has carved out such a beloved role for preschoolers and their families, bringing real-world, relatable themes to life in a way that breeds confidence for preschoolers to navigate their own world. We take this very seriously but have a lot of fun doing it!

“The playfulness of the show perfectly applies to its potential in the toy aisle.”

As PEPPA welcomes new generations of kids and parents into the property, we see endless potential to reimagine the everyday themes and play experiences PEPPA is known for in new and modern ways. A preschooler’s world is changing so rapidly, but with Peppa by their side they have the confidence they need to navigate it.

Our toys and games are an extension of this powerful relationship between our audience and Peppa and her world. Ultimately, we want to help guide little ones as they make sense of their world… And have fun doing it!

John, thanks again for this. I have one last question… LinkedIn tells me you’ve been at Hasbro for 12 years. What is it about the company that has kept you there for so long?
At Hasbro, our mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play. These past 12 years, I’ve seen Hasbro continue to deliver on its mission, and I’ve remained at the company for so long because of the fantastic things we’ve done to bring joy to families all around the world.

My fellow Hasbro employees are another big reason why I am so passionate about this company. I have worked on several teams and supported a handful of our iconic brands during my time at Hasbro, but one constant is the passion, creativity and people-first mentality among my team members – it makes me want to bring my best because of what everyone else brings!

Thanks again John!