Peppa Pig's younger brother George has been revealed to be moderately deaf and fitted with a hearing aid in a new storyline from the popular children's show. Created in partnership with the National Deaf Children’s Society (NDCS), the episodes aim to help families better understand childhood deafness while ensuring authentic representation.
In the plot, 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, enabling 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 commitment to inclusive storytelling, following characters such as Mandy Mouse, who uses a wheelchair, and Penny Polar Bear, who has two mothers.
New research commissioned by Peppa Pig found that 84 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, helping to normalise deafness and reduce feelings of isolation.
To ensure authenticity, Hasbro worked closely with the NDCS and deaf executive producer and script consultant Camilla Arnold. The partnership will also see Hasbro support the charity through fundraising initiatives and provide expert resources via the Peppa Pig Muddy Puddle Parenting YouTube channel. Additionally, Hasbro has launched the Peppa Pig Sign Language for Kids YouTube channel, featuring episodes translated into British Sign Language and American Sign Language, and new toys featuring George with his hearing aid are now available.
