The Everywhere Group (TEG) is thrilled to announce its licensing partnership with Hasbro to launch Peppa Pig: Surprise Party.

The collaboration between TEG‘s events arm, Immersive Everywhere (IE), and Hasbro will enable IE to bring to life one of the world’s biggest entertainment brands, Peppa Pig, and turn it into an unforgettable immersive live experience – Peppa Pig: Surprise Party.

Set to launch in spring/summer 2024, Peppa Pig will enter the immersive sector with an engaging interactive theatrical storyline, branded F&B offering, dedicated retail space and exclusive merchandise.

Immersive Everywhere is known for its critically acclaimed productions: The Great Gatsby – The Immersive Show, in London, South Korea, Dublin and now New York; Doctor Who: Time Fracture and Peaky Blinders: The Rise in London. Parent company The Everywhere Group continues to build its position as a global leader in branded immersive experiences, with Hasbro joining the likes of Caryn Mandabach Productions and BBC as key licensing partners.

With more than 10 new shows in the pipeline, including this partnership with Hasbro, TEG has significant growth plans and is primed for momentous financial expansion.

Unique in its proposition and capitalising on all parts of the experience economy, TEG combines ticketing, marketing, sponsorship and merchandise to generate various streams of income at all stages of the production lifecycle. As well as these areas of the business, TEG has created a unique Modus Operandi, bringing its full 360-degree expertise to different spaces, away from traditional theatres.

With significant growth potential nationally and internationally for the immersive and experience sector, TEG works with landlords that are keen to embrace these benefits to massively increase footfall and dwell time to venues. TEG provides these sites and operators with ancillary revenue streams which encourages stronger working relationships than traditional entertainment venues.

Looking ahead, TEG forecasts significant revenue growth based on 10 activations currently in the pipeline. The company’s growth trajectory is projected to deliver revenue of £17m in 2024.

“We are thrilled and honoured to be partnering with Hasbro to create an immersive experience for one of the world’s best known and most loved brands, Peppa Pig,” said Mark Hurry, TEG’s Joint CEO. “By expanding beyond traditional theatre and venturing into diverse locations such as shopping centres and theme parks, we are revolutionising the way brands engage with their audiences and creating truly unforgettable experiences. The success we achieved in 2022 and the projected growth for the upcoming years are a testament to our dedication to delivering unparalleled entertainment.”

Matt Proulx, vice president of Location Based Entertainment at Hasbro, said: “TEG’s work in the live immersive entertainment space is truly impressive and we are confident the team will bring a unique and fun experience to life for Peppa fans and their families in her home market, the UK. With the brand’s 20th anniversary in 2024, Peppa Pig: Surprise Party is just one of the many ways we’re opening fan experiences and celebrating the phenomenon that is Peppa Pig.”