Peppa Pig Introduces New Storyline as George Is Revealed to Be Moderately Deaf – Hasbro, a leading games, IP and toy company, today announced a progression in the world of PEPPA PIG, as Peppa’s younger brother, George, is revealed to be moderately deaf. With this development, the brand continues to champion stories that reflect real children and families, bringing thoughtful representation to preschool audiences around the world.
George’s character evolution builds upon PEPPA PIG’s history of representative storytelling. 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. By introducing this new storyline for George, Hasbro continues to ensure that the brand reflects the world children live in today.
“For more than 20 years, PEPPA PIG has grown alongside families around the world, and George’s evolution reflects that journey,”
– said 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.”
To ensure the storyline accurately and sensitively reflects the experiences of deaf children, Hasbro worked in partnership with the National Deaf Children’s Society and Camilla Arnold, a deaf executive producer and script consultant known for her work on See Hear (BBC), Chelsea Detectives (Acorn TV) and Bridgerton (Netflix). National Deaf Children’s Society contributed early guidance on the portrayal of deafness, including different types of hearing loss and appropriate support, and Camilla advised the production team on language, tone and authentic family representation for preschool audiences.
In addition, Hasbro has entered into a broader partnership with the National Deaf Children’s Society. The collaboration will see Hasbro supporting the charity through fundraising initiatives, while working with the charity to provide 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.
“Globally, an estimated 34 million 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 positively 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.”
“Authentic representation doesn’t happen by accident. True representation takes care and collaboration, and that’s exactly what we achieved with Hasbro,”
– added Camilla Arnold.
“Working closely with the PEPPA PIG team, I helped guide how George’s experience was brought to life on screen to ensure it felt genuine for the deaf community. The result is a story that celebrates confidence, curiosity and belonging.”
Short-form digital content via PEPPA PIG Tales on YouTube will roll out from Friday 6 February at 9pm AEDT, offering a closer look at the family’s experiences leading up to George’s diagnosis, including a first-ever episode told from George’s audio perspective. Viewers will see how a typical day in family life can be a little trickier for George. However, he’s incredibly resourceful and has a big sister who is always on hand to help.
New Season 11 episodes of PEPPA PIG, coming soon to ABC Kids, will continue George’s story, beginning with his diagnosis. 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, 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 interpreted in both British Sign Language (BSL) and American Sign Language (ASL).
Beyond the screen, the first product to feature George with his hearing aid, the PEPPA PIG Joke & Sing George Figure from Hasbro will be available in Australia from March at Target, Amazon, and independent toy stores, helping children connect playtime with the stories they see on the show.
Jasnor Australia will also launch the Talking George Soft Toy plush from Character Options, available from 9 February at select toy specialty retailers and online as a soft, cuddly way for children to connect with his story.
For more information on PEPPA PIG, please visit YouTube and follow the brand on social media on Facebook, Instagramand TikTok.
Media Release – Hasbro
TV Central ABC content HERE
Peppa Pig Introduces New Storyline as George Is Revealed to Be Moderately Deaf
