(April 24, 2024 - Shanghai, China) Officials from Shanghai Chongming District Government joined representatives from the leading toy and game company Hasbro and Max-Matching Entertainments Co., Ltd for a launch ceremony on April 24to announce the construction of world’s largest stand-alone PEPPA PIG outdoor theme park in Asia. With an investment of over 2.4 billion Chinese Yuan (331 million US Dollars), Max-Matching Entertainments has signed on as its strategic long-term local partner.
Slated to open in 2027, it will become Hasbro’s first PEPPA PIG outdoor theme park in Asia. The mega-theme park will cover approximately 48 acres in China’s third largest island Changxing Island in Chongming, Shanghai, which is 91km north, or an hour and a half drive from Shanghai city center.
Changxing Island is a key island for sight-seeing and tourism. The PEPPA PIG outdoor theme park will be its first global IP themed entertainment offering. Cai Xiaofei, Deputy Director at Changxing Island Administrative Committee said: “The PEPPA PIG outdoor theme park will further enhance Shanghai as a global tourism destination and propel its economy. The greater footfall will lead to more exposure for Changxing island, Chongming, Shanghai and benefit overall infrastructure and connectivity. We believe this theme park can serve as a flagship attraction for the island, helping to establish its own unique brand identity and will have a positive long-term effect to promote the island’s reputation. We are excited to witness PEPPA PIG Outdoor Theme Park landing in Changxing Island. This project will further boost the construction of Changxing Island as a unique and key island for sight-seeing and tourism.”
The project will feature PEPPA PIG, which has gained strong momentum in China since it first aired in the region in 2015 with over 10 billion views and wide range of products available across major Chinese retailers.
"Construction of the PEPPA PIG outdoor theme park in Changxing Island in Chongming marks a significant milestone for Hasbro in China and a natural evolution for the PEPPA PIG brand, reflecting the scale of opportunity in the country and our commitment to developing our business with the support of strategic licensing partner Max-Matching Entertainments in China. We will continue to work closely together to develop more projects in China, including bringing PEPPA PIG outdoor theme parks and memorable live experiences to more cities for Chinese children and families to enjoy," said Matt Proulx, Senior Vice President, Global Experiences, Partnerships and Music at Hasbro.
Speaking at the event, Owen Zhao, President of Max-Matching Entertainments, shared Max-Matching Entertainments is honoured to work with Hasbro in bringing this PEPPA PIG outdoor theme park project to China, and is committed to bringing more quality attractions to visitors in China and across Asia. He revealed that the new PEPPA PIG theme park will boast innovative features, new themed areas, rides, an immersive show, and a themed hotel specifically designed for the China market, especially with its three-generation family in mind. Owen Zhao also added the attraction will be a “must-see” and “must-experience” for millions of families looking to immerse themselves in the magic of Peppa’s expansive world. NEE NELLIE L, CEO of the investment company for the theme park, Shanghai Peiqi Co., Ltd. has also expressed solid confidence on the project: “With the empowerment of the all parties, Shanghai PEPPA PIG outdoor theme park is poised to be another landmark for Shanghai. We look forward to meeting our guests in 2027!”
For more information, please contact:
Ginger Jin
Deputy General Manager of Cultural Tourism Department
Max-Matching Entertainments Co., Ltd.
Email: Ginger.gin@max-matching.com
Kim Kugler
Manager, Brand Publicity Hasbro
Email: Kimberly.Kugler@hasbro.com
About Max-Matching Entertainments
Max-Matching Entertainments Co., Ltd. Is a leading developer, investor, and operator of location-based entertainment in China with rapid expansion across Asia. The company has successfully curated and organized various international IP themed projects in China and the United States, providing integrated solutions across themed retail and F&B, theme parks, Family Entertainment Centers (FEC), and pop-up visitor experiences in partnership with international Ips, government stakeholders and real estate groups. Max-Matching Entertainments has been spearheading the creation of international IP visitor experiences featuring Hasbro, Mattel, WildBrain, Aardman, Crayola, and other well-known Ips. Max-Matching Entertainments is committed to supporting brands and clients with integrated solutions best suited for each market – combining world-class entertainment brands and local market insights and expertise.
About PEPPA PIG
PEPPA PIG is a British preschool animated television series that has been airing for 20 years, across 10 seasons in over 180 territories as of 2024. The series follows Peppa Pig, a cheeky little piggy who lives with her family – younger brother George, Mummy Pig and Daddy Pig – as well as her diverse community of friends. Globally successful, the brand connects with consumers across every touchpoint, from TV to theme parks to retail. As a first best friend, Peppa Pig encourages kids to jump in together and explore the world around them, while giving kids the confidence to treat every first step as a new adventure, from the everyday to the epic.
About Hasbro
Hasbro is a leading toy and game company whose mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play. Hasbro delivers play experiences for fans of all ages around the world, through toys, games, licensed consumer products, digital games and services, location-based entertainment, film, TV and more. With a portfolio of over 1,800 iconic brands including MAGIC: THE GATHERING, DUNGEONS & DRAGONS, Hasbro Gaming, NERF, TRANSFORMERS, PLAY-DOH and PEPPA PIG, as well as premier partner brands, Hasbro brings fans together wherever they are, from tabletop to screen.
Hasbro is guided by our Purpose to create joy and community for all people around the world, one game, one toy, one story at a time. For more than a decade, Hasbro has been consistently recognized for its corporate citizenship, including being named one of the 100 Best Corporate Citizens by 3BL Media, one of the World’s Most Ethical Companies by Ethisphere Institute and one of the 50 Most Community-Minded Companies in the U.S. by the Civic 50. For more information, visit https://corporate.hasbro.com or @Hasbro on LinkedIn.