Peppa Pig is set to tackle childhood hearing loss, with Peppa’s dinosaur-loving younger brother George revealed to be moderately deaf and fitted with a hearing aid.
The new episodes, created in partnership with the National Deaf Children’s Society (NDCS), aim to help families better understand childhood deafness while ensuring authentic and sensitive representation on screen. They will air on Milkshake from March 9, with additional digital content released online.
In the storyline, George attends an audiology appointment during a routine doctor’s visit, where his family learns he has moderate hearing loss in one ear. He is then fitted with a hearing aid, allowing him to experience sounds in a new way — from splashing in muddy puddles to hearing the ice-cream van for the first time. The episodes culminate in a touching milestone as George says Peppa’s name for the very first time.
The audiologist supporting George is voiced by Jodie Ounsley — also known as Fury from the BBC’s Gladiators — who is an author, former England rugby international and a supporter of the NDCS.
Hasbro, which owns the Peppa Pig franchise, said the storyline continues the show’s long-standing commitment to inclusive storytelling. Previous characters have included Mandy Mouse, who uses a wheelchair, and Penny Polar Bear, who has two mothers. Last year also saw Peppa and George adapt to family life changing with the arrival of their baby sister, Evie.
New research commissioned by Peppa Pig highlights the impact of such representation. Eighty-four per cent of UK parents said it is important for children to consume inclusive media, while one in four admitted it can be difficult to find representative children’s television. Among parents of deaf children, 98 per cent believe deaf representation on TV has a positive impact, with many saying it helps normalise deafness and reduces feelings of isolation.
To ensure authenticity, Hasbro worked closely with the NDCS and deaf executive producer and script consultant Camilla Arnold, whose previous credits include See Hear, The Chelsea Detective and Bridgerton. The partnership will also see Hasbro support the charity through fundraising initiatives, while providing parents with expert resources via the Peppa Pig Muddy Puddle Parenting YouTube channel.
Esra Cafer, Hasbro’s senior vice president of franchise strategy and management for 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 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.”
George Crockford, chief executive of the National Deaf Children’s Society, added: “Nationally, an estimated 54,000 children are deaf, yet we don’t always see their stories told in the media. Representation matters, and introducing this storyline in a series as beloved as Peppa Pig is an important step towards helping deaf children feel seen, valued and included.”
Alongside the new episodes, Hasbro has expanded accessibility by launching the Peppa Pig Sign Language for Kids YouTube channel, featuring episodes translated into British Sign Language and American Sign Language. New toys featuring George with his hearing aid are also now available, with Smyths Toys Superstores supporting the initiative through donations to the NDCS.
Further information and resources for parents with children with hearing loss are available via www.ndcs.org.uk/georgepig
