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Peppa Pig introduces new storyline helping families understand childhood hearing loss
Following last year’s iconic baby Evie announcement, Hasbro has today announced a new storyline in the world of PEPPA PIG, as Peppa’s younger brother, George, is revealed to be moderately deaf and is fitted with a hearing aid. Championing stories that reflect real children and families around the world, George’s character evolution builds upon PEPPA PIG's history of representative storytelling.
A recent study by Peppa Pig found 8 in 10 (84%) of UK parents believe that it’s important for their children to consume representative and inclusive media. The research found that, despite this, one in four parents (25%) claim it can be difficult to find representative children’s entertainment.
With 74% of parents agreeing that children’s TV has helped them explain differences to their child, characters like Mandy Mouse, who uses a wheelchair, and Penny Polar Bear, who has two mothers, have helped children see themselves and their families reflected in Peppa’s world. An incredible 98% of parents who have children with hearing loss believe that deaf representation in children’s TV has a positive impact on them, with half (53%) saying it helps them develop a stronger sense of self, and 47% saying it normalises deafness and helps them feel less isolated.
With the research also finding that 80% of Brits think it’s important for deaf characters to be informed by people with lived experience, and to ensure the storyline accurately and sensitively reflects the experiences of deaf children, Hasbro worked in partnership with the National Deaf Children’s Society (NDCS) and Camilla Arnold, a deaf executive producer and script consultant known for her work onSee Hear (BBC), Chelsea Detectives (Acorn TV) and Bridgerton (Netflix).
The partnership with The National Children’s Deaf Society will additionally see Hasbro supporting the charity through fundraising initiatives. The charity is also supporting Hasbro by providing expert guidance, support, insight and resources to help promote awareness and understanding across families and communities.
Through its partnership with the National Deaf Children’s Society, Hasbro will offer resources for parents on the PEPPA PIG Muddy Puddle Parenting YouTube channel.
Esra Cafer, Hasbro’s SVP of Franchise Strategy and Management, Preschool & Fashion. “George has grown from Peppa’s curious little brother into a character with his own voice and experiences. As he enters this next phase of his development, we continue to celebrate joy, growth and confidence, reminding every child that there’s a place for them in Peppa’s world.”
"Nationally, an estimated 54,000 children are deaf, yet we don’t always see their stories told in the media. Representation matters and it’s vital for deaf children to see their experiences reflected authentically on screen,” said George Crockford, Chief Executive at the National Deaf Children’s Society. “Introducing this storyline in a series as beloved as PEPPA PIG is an important step toward creating a world where anything is possible for deaf children – a world where differences are celebrated and every deaf child feels seen, valued and included.”
The new episodes of PEPPA PIG, airing on Milkshake from 9th March, in addition to digital content on YouTube, will continue George’s story, beginning with his audiology appointment. In an episode entitled “Hearing Test,” Peppa’s family learns that George has moderate hearing loss in one ear during a routine doctor’s visit, and he is fitted with a hearing aid to help him experience the world of sound in a new way. Supporting George in the episode is an audiologist voiced by Jodie Ounsley, a TV personality know as ‘Fury’ in BBC’s Gladiators, author and the first deaf female rugby player to represent England. Across these episodes, children will see George discover new noises, from splashing in muddy puddles to the ice-cream van’s melody and experience a touching milestone as he says Peppa’s name for the very first time.
As part of the inclusivity of George’s storyline, Hasbro has made PEPPA PIG content more accessible to the deaf community with the PEPPA PIG Sign Language for Kids YouTube channel, featuring episodes translated into both British Sign Language (BSL) and American Sign Language (ASL).
The first products to feature George with his hearing aid, the PEPPA PIG Joke & Sing George Figure and the Talking George Soft Toy plush are now available now in selected retailers. Beyond the screen, Smyths Toys Superstores have joined PEPPA PIG in support of the National Deaf Children’s Society, helping to raise awareness of childhood hearing loss and contributing through a donation.
For more information on PEPPA PIG, please visit YouTube and follow the brand on social media on Facebook, Instagram and TikTok.