Peppa Pig maker Hasbro has struck a licensing deal with the Football Association that will see a new character, Libby Lioness, join the hit children’s animated TV show.

The agreement also covers the creation of co-branded merchandise and will launch next year, ahead of the European champions’ campaign at the 2027 Women’s World Cup in Brazil.

Former England international Jill Scott is to voice the character of Libby Lioness, who will make her debut in a two-part special next summer.

The move is a bid to convert young children into football fans “in a uniquely Peppa Pig way”, toys and games giant Hasbro said.

“England teams have inspired generations of young fans, and this initiative gives us an exciting new way to connect with children and families through one of the world’s most-loved preschool brands,” said FA head of licensing Marvin Farrell. 

“We are delighted to be bringing the spirit of England and the world of Peppa Pig together through content and products in 2027 and beyond.”

Peppa Pig x Lionesses range of toys and clothing

As well as the TV show, Libby Lioness will appear in Peppa Pig Tales YouTube episodes and other branded digital content.

Products set to feature in the Peppa Pig x Lionesses range include toys, sporting accessories and clothing. 

“Bringing Peppa Pig and England together is a truly exciting moment for the brand,” said Hasbro franchising chief Esra Cafer. 

“Both celebrate confidence, resilience, friendship and the courage to try something new, making this a natural fit. 

“With original content, consumer products, and retail all working together, we’re creating meaningful ways for young fans and families to connect with the game in a uniquely Peppa Pig way.”

It is not the first tie-up between England Women and a toy manufacturer, after Mattel created a Barbie doll in the image of Lioness Chloe Kelly earlier this year.