Hasbro appoints Jasnor for Peppa Pig in Australia
Hasbro has appointed one of Australia’s leading distributors and manufacturers of quality and innovative toys and gifts, Jasnor (Australia) Pty Ltd, as the master toy distributor for its Peppa Pig brand in Australia and New Zealand.
The deal facilitated by Merchantwise on behalf of Hasbro will see Jasnor roll-out toys across plush, figurines, playsets, roleplay, nursery, electronic learning aids as well as activity and feeding product categories for the iconic preschool brand, Peppa Pig.
Jasnor’s distribution representation of Peppa Pig has already seen products hit the shelves with a greater offering available at retail in the second half of this year in both Australia and New Zealand.
This year has been ‘PIG’ for the Peppa Pig brand with Mummy Pig’s pregnancy announcement on Good Morning Britain taking the world by storm in February and subsequently breaking the internet. The excitement continued in April with Mummy Pig’s gender reveal announcement, which was revealed by Australia’s number one weekend breakfast show, Weekend Sunrise.
The arrival of baby Evie on 20 May 2025 was met with huge fanfare and included coverage with a royal twist in Australia by local current affairs show The Project, airing a local exclusive first look at Peppa’s new baby sister with a ‘Royal Announcement’ stunt. Testament to the popularity of the brand locally, Sunrise also recently featured an interview with Mummy Pig, Daddy Pig, Peppa and George to introduce Baby Evie to adoring local fans.
With product categories across toys, apparel, accessories and publishing and a brand presence in all mass market and grocery retailers in both Australia and New Zealand, Peppa Pig continues to delight kids locally and firmly remains one of the most beloved entertainment brands for preschool and kids in the region.
Significant category expansion plans are in the works for Peppa Pig for the second half of this year and in 2026, as well as even stronger partnership collaboration opportunities in cross-category retail.
Diana De Jesus, Licensing Director – Hasbro at Merchantwise said: “We are thrilled to have facilitated this appointment of Jasnor Australia as the master toy distributor for Hasbro’s PEP Peppa Pig across Australia and New Zealand. Jasnor is a trusted industry partner, and their expertise in distributing Peppa Pig products from best-in-class partners around the globe makes them the ideal choice. Peppa Pig remains a beloved brand with exceptional awareness in both markets and has been especially top-of-mind for Australian and New Zealand audiences following the exciting news of Mummy Pig’s pregnancy and birth of Baby Evie. We look forward to working closely with Jasnor to launch new Peppa Pig toy products and ensure the brand continues to enjoy strong retail representation across the region.”
James Thurlow, CEO at Jasnor said: “We’re proud to be appointed as the distribution partner for Peppa Pig in Australia and New Zealand. Peppa Pig P is a beloved brand with a deep connection to families, and the arrival of Baby Evie marks an exciting new chapter in the storytelling. We’re confident Evie’s fresh energy will take Peppa Pig to new heights, enhancing the brand’s cherished legacy and sparking magic for an entirely new generation. At Jasnor, we’re passionate about building strong brand partnerships, and we look forward to working closely with Merchantwise and our retail partners to deliver innovative new products to PEPPA fans across Australia and New Zealand”.
