Hasbro, Inc. and China Leisure Development Co., (CLDC) have signed a license agreement to open the first ever Peppa Pig themed Play Café in China. The restaurant features five immersive Peppa Pig settings that integrate themed dining and over a dozen play attractions, targeting kids aged 2-5 and their families. The café will also feature appearances by the beloved Peppa Pig characters for photo opportunities, and booth-side Peppa Pig digital puppet chats. The 1100 sqm Peppa Pig Play Café is expected to open in September 2022 at Hangzhou’s Binjiang Yintai Shopping Center.
“We are excited to be teaming up with Hasbro to bring the beloved Peppa Pig brand to the China market in a Play Café format. With recent policy changes in the education sector, we see a shift in consumer spending towards kids entertainment while shopping malls are looking for replacements for anchors vacated by large education institutions. The Play Café format, where kids can play while their family members can relax and enjoy a meal, has been growing in popularity and we see tremendous opportunity in this space,” explains Linda Dong, President of China Leisure.
“Peppa Pig is such an adored brand among pre-schoolers and their parents, so we are thrilled to be bringing this type of immersive, play experience to Peppa fans in China with our partner China Leisure Development” said Matt Proulx, Vice President, Location Based Entertainment at Hasbro, Inc. “The new Peppa Pig Play Café is going to enable play amongst families all while building memorable dining experiences in the very lovable Peppa way. This experience is a great illustration of what we’re always trying to do with our Brand Blueprint strategy – find more and meaningful ways for fans and families to experience our brands.”
China Leisure Development Co., Ltd. is a Hong Kong company dedicated to developing and managing world-class leisure experiences and projects in China including family entertainment centers, theme parks, water parks and resorts.
About Hasbro
Hasbro (NASDAQ: HAS) is a global play and entertainment company committed to making the world a better place for all children, fans and families. Hasbro delivers immersive brand experiences for global audiences through consumer products, including toys and games; entertainment through eOne, its independent studio; and gaming, led by the team at Wizards of the Coast, an award-winning developer of tabletop and digital games best known for fantasy franchises MAGIC: THE GATHERING and DUNGEONS & DRAGONS.
The Company’s unparalleled portfolio of approximately 1,500 brands includes MAGIC: THE GATHERING, NERF, MY LITTLE PONY, TRANSFORMERS, PLAY-DOH, MONOPOLY, BABY ALIVE, DUNGEONS & DRAGONS, POWER RANGERS, PEPPA PIG and PJ MASKS, as well as premier partner brands. For the past decade, Hasbro has been consistently recognized for its corporate citizenship, including being named one of the 100 Best Corporate Citizens by 3BL Media and one of the World’s Most Ethical Companies by Ethisphere Institute. Important business and brand updates are routinely shared on our Investor Relations website, Newsroom and social channels (@Hasbro on Twitter, Instagram, Facebook and LinkedIn).
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