Peppa Pig Play Café in China

China Leisure Development has opened the first Peppa Pig-themed play café in Hangzhou Binjiang Yintai Shopping Center.

Peppa Pig Play Café consists of 1,100 square meters with six immersive Peppa Pig settings that integrate themed dining and over a dozen play attractions, targeting kids aged 2 to 5 and their families.

The Play Café is themed to the preschool IP brand Peppa Pig, which is composed of six classic scenes in Peppa’s world: Potato City, Forest, Grandpa Pig’s Garden, Rebecca Rabbit’s Burrow, Train and Peppa Pig’s Family House.

Linda Dong, president of China Leisure, said: “We are excited to be teaming up with Hasbro to bring the beloved Peppa Pig brand to the China market in a Play Café format. With recent policy changes in the education sector, we see a shift in consumer spending toward kids’ entertainment while shopping malls are looking for replacements for anchors vacated by large education institutions. The Play Café format, where kids can play while their family members can relax and enjoy a meal, has been growing in popularity, and we see tremendous opportunity in this space.”

“Peppa Pig is such an adored brand among preschoolers and their parents, so we are thrilled to be bringing this type of immersive play experience to Peppa fans in China with our partner China Leisure Development,” said Matt Proulx, VP of location-based entertainment at Hasbro. “The new Peppa Pig Play Café is going to enable play amongst families all while building memorable dining experiences in the very lovable Peppa way. This experience is a great illustration of what we’re always trying to do with our Brand Blueprint strategy—find more and meaningful ways for fans and families to experience our brands.”