With Streaming Services Adding More Kids Content, Hasbro Buys Company Behind Peppa Pig

Toy-making conglomerate, Hasbro agreed to buy Entertainment One, the studio behind popular kids shows, Peppa Pig and PJ Masks, for $4 billion.

This move solidifies Hasbro’s venture into entertainment. In the past, the company has licensed its toys, such as The Transformers into major films. They have also had previous deals with Lions Gate Entertainment Corp. and DreamWorks Animation. The company also paid $520 million last year for the Power Rangers franchise and has previously brokered a deal with Disney to produce Marvel and Star Wars toys. This purchase of Entertainment One makes it so that Hasbro doesn’t have to outsource, it allows the company to produce and develop its own animated and live TV shows.

The announcement comes as kids programming has reentered the spotlight with the upcoming launch of Disney+ in November. Earlier this year, Netflix acquired Storybots, the educational content company behind the kids’ series Ask the StoryBots. In 2016, WarnerMedia-owned HBO acquired the rights to Sesame Street, while Apple TV+ is launching a coding education series called Helpsters, in conjunction with Sesame Workshop. Earlier this month, CBS All Access announced the addition of 1,000 episodes of kid’s programming.

By adding Peppa Pig to their roster, Hasbro’s international reach expands as the program is a globally recognized brand.