New Delhi, December 09, 2020: From the sudden shift of confinement to e-picnics, 2020 has really been a tough pill to swallow in more ways than one, especially for kids! Moreover, digital access has affected children’s right to relax and play, with both positive and negative impacts. To bring back normalcy with some real playtime, Save the Children, a leading child rights organisation, is emphasizing on Right to Play as fundamental to the health and well-being of children and has announced Peppa Pig as their Child Ambassador to promote the importance of leisure time.
Peppa Pig has been one of the most celebrated characters amongst kids and has a strong influence to instil positive behavioural change. In 2019, India’s youngest full play media conglomerate Viacom18, also the official merchandising and licensing partner to Peppa, in association with Save The Children had come together for “Peppa Plays Cricket” campaign to unlock the potential of young cricketers. This year’s edition also saw eOne and Viacom18 Consumer Products engage kids to unleash their creativity by designing Peppa’s cricket jersey as kids were quarantined at home.
This exciting new partnership will see several activities in the next one year, beginning with a collaboration with iconic Play-Doh brand from global play and entertainment company Hasbro, Inc through the ‘Cans of Kindness’ initiative. Over 1000 children from underprivileged communities will receive cans of colourful and reusable Play-Doh for endless hours of fun and learning! With Play-Doh, children can make and create anything they imagine. The aim is to spark creativity, encourage the practice of fine motor skills and hand eye coordination. This first-of-its-kind collaboration between Peppa Pig and Play-Doh will encourage learning, creativity and most importantly – fun! Through a global philanthropic partnership, Hasbro, Inc. is supporting Save the Children’s education programming providing vulnerable children with Hasbro toys, games and learning resources, to inspire creativity and fun.
With early childhood services, playgrounds, schools, and other public spaces for children still closed in India, there is limited access for play in the physical spaces. While playtime is crucial for the growth and development of children, many do not get to enjoy this privilege. The United Nations Convention on the Rights of the Child (UNCRC) enshrines the Right to Play (Article 31) and in this new partnership, Save the Children and Peppa Pig will amplify and urge authorities to provide suitable conditions for children to play and #ProtectAGeneration at a time when children are locked up in their houses.
While Peppa has become a global phenomenon, Viacom18 has been instrumental in building a stronger affinity towards the character in India by creating multiple touchpoints through its on-air, digital, merchandise and events verticals. Currently, Peppa Pig On Nick Jr India is amongst the top 3 properties in the pre-school genre, India and amongst Voot Kids pre-school properties as well. Viacom18 Consumer Products also recently announced a range of Peppa merchandise to delight kids while they continue to stay home.
Speaking on the criticality of quality leisure time for children in the current context, Sudarshan Suchi, CEO, Save the Children said, “Play is essential for children as it helps in developing their imagination, dexterity, physical, cognitive and emotion strength. It allows children to conquer their fears and master the world. Undirected play allows children to learn social behaviours, to share, to negotiate and to resolve conflicts. More than anything, play allows a child to experience happiness and joy, which is a fundamental building block to any other right.”
“There has been a groundswell of affection for Peppa Pig after we first launched in India in June 2016 on Voot Kids before making its debut on Nick Jr India in January 2017. We are excited to spread happiness and joy at such a time when kids need it most. We will have Peppa engage in something that is extremely meaningful to kids and, with each activity meticulously planned for every child’s palate, we are looking forward to yet another great campaign,” said Rebecca Harvey, Executive Vice President, Global Brand & Marketing, Family Brands, eOne.
Commenting on the gesture, Mahesh Shetty, Head-Network Sales, Viacom18 said, “While the perils of the pandemic continue to exist, Right to Play is pertinent, especially in today’s times where kids continue to stay confined and are unable to engage, interact with the world around them. We are extremely delighted that Peppa has been chosen by Save The Children to be the Child Ambassador to promote Right to Play. We believe that Peppa has a strong influence on the minds of young kids and will play a key role in changing mindsets and reinforcing the value of play. Since 2016, Viacom18 has created a strong ecosystem for Peppa Pig with forays into broadcast, digital, merchandise and events. We look forward to partnering with eOne and Save The Children on the exciting initiatives planned in the coming months.”
Speaking on the partnership with Save The Children, Bhavesh Somaya, Country Manager – South Asia, Hasbro said, “At the heart of everything we do, lies our commitment to make the world a better place for all families and children. With concerted efforts, the Cans of Kindness campaign is a step towards building the Value of Play in India through creative, imaginative and fun play sessions using Play-Doh.”
Peppa embarked on its journey to advocate right to play with the popular ‘Peppa Plays Cricket’ campaign which focused on the importance of sportsmanship, teamwork and trust which led to heaps of memorable experiences and fun with family and friends! This exciting new partnership will see multiple initiatives in the next one year starting with “Cans of Kindness” which will promote learning, creativity and fun, while the kids are in their safe space.
Save the Children works across 12 states of India and in 120 countries, on issues related to education, health, and protection and humanitarian/DRR needs of children, especially for those who are the most deprived and marginalized.
Entertainment One Ltd. (LSE:ETO) is a global independent studio that specialises in the development, acquisition, production, financing, distribution and sales of entertainment content. The Company’s diversified expertise spans across film, television and music production and sales; family programming, merchandising and licensing; digital content; and live entertainment. Through its global reach and expansive scale, powered by deep local market knowledge, the Company delivers the best content to the world. Entertainment One’s robust network includes international feature film distribution company Sierra/Affinity; Amblin Partners with DreamWorks Studios, Participant Media, and Reliance Entertainment; Makeready with Brad Weston; unscripted television production companies Whizz Kid Entertainment and Renegade 83; live entertainment leaders Round Room Live; world-class music labels Dualtone Music Group and Last Gang; innovative music platform Audio Network; and award-winning emerging content and technology studio Secret Location.
Hasbro (NASDAQ: HAS) is a global play and entertainment company committed to Creating the World’s Best Play and Entertainment Experiences. From toys, games and consumer products to television, movies, digital gaming, live action, music, and virtual reality experiences, Hasbro connects to global audiences by bringing to life great innovations, stories and brands across established and inventive platforms. Hasbro’s iconic brands include NERF, MAGIC: THE GATHERING, MY LITTLE PONY, TRANSFORMERS, PLAY-DOH, MONOPOLY, BABY ALIVE, POWER RANGERS, PEPPA PIG and PJ MASKS, as well as premier partner brands. Through its global entertainment studio, eOne, Hasbro is building its brands globally through great storytelling and content on all screens. Hasbro is committed to making the world a better place for all children and all families through corporate social responsibility and philanthropy. Hasbro ranked among the 2020 100 Best Corporate Citizens by 3BL Media and has been named one of the World’s Most Ethical Companies® by Ethisphere Institute for the past nine years. We routinely share important business and brand updates on our Investor Relations website, Newsroom and social channels (@Hasbro on Twitter and Instagram.)
About Viacom18 Consumer Products
Viacom18 Consumer Products is a significant player in an evolving licensing and merchandising business with a diverse portfolio. By creating exciting and engaging products, and now further expanding in the experiential space, we aim to bring alive our brands and characters to our fans. Through various associations, Viacom18 has cut beyond the conventional L & M categories, providing a slice of its brands to the consumers. Our mission is to create a unique brand experience across ages by bringing Viacom18’s most favoured brands like MTV, Roadies, South Park, COLORS, Nickelodeon, in addition to a growing portfolio of acquired third party brands such as Peppa Pig, PJ Masks and Ben and Holly – to name a few, to life through innovative and exciting merchandise. At Viacom18 Consumer Products, we aim to continuously create enchanting products to reach out to infants, kids, tweens, teens and young adults by being a part of their everyday lives.
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