Hasbro has announced a major new storyline in Peppa Pig, with Peppa’s younger brother George revealed to be moderately deaf in upcoming episodes.
The development marks a significant evolution for the long-running preschool series and is designed to reflect the real-life experiences of deaf children and their families.
New episodes will roll out across digital platforms before continuing in season 11, coming soon to ABC Kids.
Expanding representative storytelling
George’s storyline builds on Peppa Pig’s established approach to inclusive representation, which has previously introduced characters such as Mandy Mouse, who uses a wheelchair, and Penny Polar Bear, who has two mothers.
“For more than 20 years, Peppa Pig has grown alongside families around the world, and George’s evolution reflects that journey,” said Esra Cafer, SVP of franchise strategy and management, preschool and fashion at Hasbro.
“George has grown from Peppa’s curious little brother into a character with his own voice and experiences. As he enters this next phase of his development, we continue to celebrate joy, growth and confidence, reminding every child that there’s a place for them in Peppa’s world,” Cafer said.
Developed with expert consultation
To ensure the storyline was portrayed sensitively and accurately, Hasbro partnered with the National Deaf Children’s Society and deaf executive producer and script consultant Camilla Arnold.
The National Deaf Children’s Society provided guidance on different types of hearing loss and appropriate support, while Arnold advised on language, tone and authentic family representation for preschool audiences.
“Globally, an estimated 34 million children are deaf, yet we don’t always see their stories told in the media,” said George Crockford, chief executive at the National Deaf Children’s Society.
“Introducing this storyline in a series as beloved as Peppa Pig is an important step toward creating a world where anything is possible for deaf children – a world where differences are celebrated, and every deaf child feels seen, valued and included.”
Arnold added, “Authentic representation doesn’t happen by accident. True representation takes care and collaboration, and that’s exactly what we achieved with Hasbro.
“The result is a story that celebrates confidence, curiosity and belonging.”
Rolling out across digital and broadcast
Short-form digital content will launch first via Peppa Pig Tales on YouTube from Friday 6 February at 9pm AEDT, including a first-ever episode told from George’s audio perspective.
The content explores how everyday family life can be more challenging for George, while highlighting his resilience and Peppa’s support.
Season 11 episodes on ABC Kids will continue the storyline, beginning with an episode titled Hearing Test, where George is diagnosed with moderate hearing loss in one ear and fitted with a hearing aid.
An audiologist in the episode is voiced by Jodie Ounsley, a TV personality, author and the first deaf female rugby player to represent England.
Accessibility beyond the screen
As part of the broader inclusivity initiative, Hasbro has expanded accessibility across Peppa Pig content with the Peppa Pig Sign Language for Kids YouTube channel, featuring episodes interpreted in both British Sign Language and American Sign Language.
The storyline will also extend into retail, with the first George figure featuring a hearing aid launching in Australia from March, alongside a Talking George soft toy available from 9 February.