Hasbro Music has announced plans to release “Twinkle Twinkle x Peppa’s Lullaby” on 26 December, pairing Peppa Pig with Super Simple Songs across YouTube, streaming and social platforms.
The track combines an original Peppa Pig lullaby with Super Simple Songs’ version of the nursery rhyme “Twinkle Twinkle Little Star,” which has been watched more than 2.4 billion times on YouTube on its own.
- Peppa Pig has more than 1 billion lifetime music streams across a catalogue of more than 1,300 original songs.
- Peppa Pig’s official YouTube channel has 44.8 million subscribers; Super Simple Songs has 47 million.
- Peppa Pig has released covers of Rihanna’s “Diamonds,” Wham’s “Last Christmas” and Katy Perry’s “Roar,” and has collaborated with Sesame Street and Baby Shark.
Why the brands are partnering#
“What makes this collaboration so compelling is that Peppa Pig and Super Simple Songs have each built deep trust with families, but in complementary ways,” Matt Proulx, senior vice president of global experiences, partnerships and music at Hasbro, said.
“Peppa is a beloved global entertainment brand, while Super Simple Songs has become one of the most influential destinations for children’s music and learning content. Bringing them together creates something that feels natural for audiences while introducing each brand to new families around the world.”
Proulx said audience engagement now spans a wider ecosystem of content than before.
“We’re seeing audiences engage with brands across a much wider ecosystem of content than ever before. Strategic partnerships allow us to create fresh experiences, expand discoverability and bring together fan communities that already share similar values and interests.”
Hasbro’s wider music activity#
Peppa Pig’s recording output is part of a broader push by Hasbro through its Hasbro Music division. Last year, the company released an album of remastered songs from the 1980s cartoon Jem and the Holograms, followed by a new EP earlier this year.
Hasbro also brought Cold Slither, a fictional band from the G.I. Joe universe, to a real-world stage at a Comic-Con event in 2025. The company has also taken My Little Pony into what it calls its “neigh-pop” era, working with Sony Music’s Magic Star on music from a new animated YouTube series.
A “Halloween Songs & Stories” EP from Peppa Pig is also due this month.
Catalogue scale and audience habits#
Proulx said the size of Peppa Pig’s catalogue reflects how preschool audiences use music.
“Scale is certainly important because families are looking for variety and children often engage with music differently than older audiences. Songs become part of daily routines, and kids love revisiting favourites while also discovering new ones. That creates a healthy demand for a broad catalogue.”
He added that Hasbro does not treat the catalogue as a volume exercise.
“That said, we don’t view it as a volume game. The most important factor is creating music that families genuinely want to return to again and again.”
Proulx also described music’s role for preschool audiences.
“For preschool audiences, music is one of the most accessible ways to engage with a character because it’s interactive, emotional and highly repeatable,” said Proulx. “What’s especially exciting is music’s ability to extend the Peppa Pig experience beyond the screen.”
“It allows us to meet families across streaming platforms, social channels and daily routines while creating new touchpoints that feel authentic to the brand. Music helps deepen engagement, fuels discovery and gives fans new ways to connect with Peppa wherever they are.”
“Every song needs to feel true to the Peppa Pig brand, support the emotional connection families have with the character and deliver a great listening experience,” Proulx said. “The advantage of a large catalogue is that it allows us to serve different moments, from energetic singalongs to calming bedtime tracks like this collaboration with Super Simple Songs. Our focus has always been on quality, consistency and making sure each release adds something meaningful to the overall Peppa music experience.”
