To make its flagship preschool brand more inclusive, Hasbro is spotlighting Peppa Pig’s little brother with a new plotline revealing that George Pig has moderate hearing loss in one ear. 

This represents another move to evolve one of TV’s longest-running preschool animated series with some deeper development for its main cast. Hasbro’s newest arc comes almost a year after a buzzy storyline built around Mummy Pig’s pregnancy and a new baby joining the family. (In a Kidscreen interview last year, Hasbro teased that the show would let viewers get to know George “on a bit of a deeper level” next.)

A number of short-form videos in the Peppa Pig Tales digital series will start launching tomorrow will lay the foundation for the new George storyline. They include a unique episode told from George’s perspective, with audio design revealing why a typical day is trickier for him than for other kids. 

This will build up to new linear episodes for Peppa Pig‘s 11th season, starting with an episode called “Hearing Test” in which George is diagnosed with hearing loss during a routine doctor’s visit. Nickelodeon plans to air this segment on March 23, with subsequent eps showing George discovering new sounds and learning to say Peppa’s name for the first time.

To inform the new storyline, Hasbro teamed up with the National Deaf Children’s Society (NDCS) for guidance on portraying deafness. Camilla Arnold, a deaf executive producer and script consultant, also advised the Peppa team on how to get language, tone and authentic family representation right.

According to NDCS chief George Crockford, “Globally, an estimated 34 million 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 positively on screen.”

Just like it did with last year’s new sibling arc, Hasbro is leveraging this deafness storyline into the Peppa Pig consumer products program, with a new Joke & Sing George figure wearing a hearing aid (pictured inset).

The company is also forming partnerships to provide resources for families—including an upcoming co-branded educational toolkit for kids and families on HearingLoss.org and more content for its Muddy Puddle Parenting support channel—with input from both NDCS and the Hearing Loss Association of America.

Hasbro has already been working on making Peppa Pig more accessible to the deaf community, recently launching a Sign Language for Kids YouTube channel dedicated to the show. Its videos feature both British Sign Language (BSL) and American Sign Language (ASL).