Observed Signal · Aug 11, 2026 · Partnership · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Sponsorship & Brand Integration Market: Hasbro Brings Mummy Pig to Kylie Kelce Podcast
Hasbro returned Peppa Pig’s character Mummy Pig to Kylie Kelce’s podcast Not Gonna Lie in an eight-minute short published Aug. 11, 2026, positioning the character as an ambassador to reach millennial mothers. Hasbro — which acquired Peppa Pig owner Entertainment One in 2019 for roughly $4 billion — says the campaign aims to build Mummy Pig as a long-term brand voice by creating authentic relationships with influencers like Kelce. The prior Kylie–Mummy Pig video call generated over seven billion media impressions. Wave Sports & Entertainment produced the content; Hasbro’s VP of global marketing Sarah Madey and Wave’s Meg Jones are quoted on the strategy. The piece cites CDC data on average new-mother age and emphasizes Hasbro’s intent to use Kelce’s engaged mom audience to introduce Peppa to a new generation of children via parental influence.
Brand integration demonstrating influencer-enabled targeting of millennial mothers — useful creative/activation example but not industry-shifting.
Wichtigste Kernpunkte & Evidenz
- On Aug. 11, 2026 Mummy Pig appeared in an eight-minute short on Kylie Kelce’s podcast Not Gonna Lie.
- Hasbro acquired Peppa Pig owner Entertainment One for roughly $4 billion in 2019.
- A previous two-minute, 40-second Kylie Kelce video call with Mummy Pig generated over seven billion media impressions.
- Hasbro’s VP of global marketing Sarah Madey said Hasbro is establishing Mummy Pig as a long-term brand voice aimed at millennial moms.
- Wave Sports & Entertainment produced the podcast short; Wave’s Meg Jones (EVP and head of sales) commented on the partnership.
Verknüpfte Unternehmen
3 verknüpfte UnternehmenCNN
Global news publisher and broadcaster monetising audiences across platforms.
“Kelce’s two-minute, 40-second video call with the bespectacled mother of popular kids’ show character Peppa Pig notched over seven billion m...”
ABC
Das zu Disney gehörende Medienunternehmen ABC kombiniert lineares Broadcast-Fernsehen mit modernem, werbefinanziertem Connected-TV- und Streaming-Media-Services.
Hasbro
Ein führendes globales Unternehmen für Spielzeug, Spiele und Entertainment-Franchises.
“Hasbro, which bought Peppa Pig owner Entertainment One for roughly $4 billion in 2019, sees Mummy as a breakout star who can function as an ...”
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