With Peppa Pig’s latest musical offering, Peppa’s Party: The Album, set to drop this summer and new releases set to thrill fans of the Transformers franchise, Matt Proulx, svp global experiences, partnerships and music at Hasbro, explains how music has become a growth market for the company’s powerhouse brands.
Peppa’s latest album is her fifth in as many years. Is she now a fully fledged pop star?
Yes! I think it’s safe to say that Peppa Pig is a global pop star. In 2023, she set the stage for musical success by earning a new daily streaming high of +500K, with My First Album hitting gold status in the UK. Then, in the autumn, we debuted Let’s Jump In: The Album on all DSPs as well, which holds 4.2m streams to-date.
This year alone, amidst Peppa’s 20th anniversary, the Queen of Preschool has debuted several music projects. In February, we released Peppa Cinema: The Album, tied to our global Peppa’s Cinema Party theatrical experience, which garnered an incredible +100K streams in week one. Then, in April, we debuted Peppa’s first-ever cover song – Katy Perry’s smash hit Roar – which is available to stream now on all major music platforms along with a fun and colourful music video on YouTube.
Looking ahead, we’ll be releasing Peppa’s Party: The Album this summer. The album brings a fresh pop vibe with celebratory tracks, danceable numbers and electrifying remixes – taking the spirit of Peppa Pig up a notch through this ultimate party soundtrack. It’s testament to 20 years of joy, friendship and confidence that Peppa has brought to the world. We can’t wait to share this new music with little ones and families when it comes to streaming in July.
Generally, where does music ‘sit’ as a touchpoint for children’s brands?
Music plays such a key role in many of our children’s programming, allowing kids to engage with our characters and storylines through uniquely audible ways. This kind of music can certainly be a shared experience as well, so parents can join their kids as they listen to the tracks by singing and dancing along. Ultimately, music allows families to create memorable experiences together.
Does Hasbro have an overarching strategy for growing its branded music offering? Do you see untapped opportunities?
Yes, at Hasbro we aim to deliver the best branded play experiences through wide-ranging consumer touchpoints, and music is a major arena for us. Expanding our music portfolio allows us to take our branded offerings to new heights through sing-able, danceable and lovable tunes for fans of all ages everywhere to enjoy.
Last year, we announced a worldwide administration deal with Sony Music Publishing to support Hasbro’s entire portfolio of world-class fan and family brands including Peppa Pig, Transformers, My Little Pony and many more. Under the terms of the deal, Sony Music Publishing represents Hasbro’s existing global catalogue, spanning thousands of tracks from some of the most popular family entertainment shows of all time. Additionally, Magic Star, The Orchard’s official global division of children’s and family entertainment, has been appointed as Hasbro’s global recorded music distribution partner.
We’ve seen such significant growth in listenership due to our expanded catalogue, platform optimisation and partnership with Sony and Magic Star, and Hasbro is continuing to focus on music as a primary area of growth.
Right now, we have the largest content pipeline to date with over 400 new tracks due for release across Peppa Pig, Transformers, My Little Pony and more. Through Hasbro’s music division, we have the power to bring audiences something new and fresh to complement their favourite brands and characters.
