George Pig to be revealed as moderately deaf in groundbreaking new Peppa Pig storyline
Peppa Pig's little brother George is to be revealed as moderately deaf in new episodes of the children's show that will feature the voice of Gladiators star Jodie Ounsley as an audiologist.
Peppa Pig is to introduce a new storyline in which Peppa's younger brother George is revealed to be moderately deaf.
The groundbreaking new story will see George begin wearing a hearing aid in episodes airing on Milkshake from March 9 and will also feature Gladiators star Jodie Ounsley (aka Fury) – who is profoundly deaf – bringing real-life expertise to the screen as the voice of an audiologist.
The Peppa Pig storyline has been developed by Hasbro in partnership with the National Deaf Children's Society and has been created to authentically reflect the experiences of deaf children.
It comes after research conducted by Peppa Pig shows that 74 per cent of parents believe that children's TV helps to explain difference, with more than half saying that inclusive characters help their children feel more confident in themselves.
Almost all parents of children with hearing loss (98 per cent) say seeing deaf characters on TV has a positive impact – but research shows that less than half (49 per cent) say it's easy to find inclusive and representative children's entertainment, highlighting a clear gap in content.
The partnership with The National Deaf Children's Society will see Hasbro supporting the charity through fundraising initiatives.
The charity will also support Hasbro by providing expert guidance, support, insight and resources to help promote awareness and understanding across families and communities.
George Crockford, Chief Executive at the National Deaf Children's Society, said: "Nationally, an estimated 54,000 children are deaf, yet we don't always see their stories told in the media. Representation matters and it's vital for deaf children to see their experiences reflected authentically on screen.
"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."
Esra Cafer, Hasbro's SVP of Franchise Strategy and Management, Preschool and Fashion, said: "George has grown from Peppa's curious little brother into a character with his own voice and experiences. As he enters the 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."
