Mummy Pig Returns to Kylie Kelce’s Podcast as Hasbro Aims For Millennial Moms

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Mummy Pig Returns to Kylie Kelce's Podcast as Hasbro Aims For Millennial Moms

Kelce and Mummy talk modern parenting in an 8-minute short

By Robert Klara

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Since debuting her podcast Not Gonna Lie in 2024, Kylie Kelce has hosted the likes of Hilary Duff, Jennifer Garner, the Backstreet Boys, and her husband, retired Philadelphia Eagles center Jason Kelce.

But none have resonated with fans quite like Mummy Pig.

“Last year, Mummy Pig came on Not Gonna Lie to announce her pregnancy,” Kelce told ADWEEK, “and the reaction was bigger than any of us expected.”

Kelce’s two-minute, 40-second video call with the bespectacled mother of popular kids’ show character Peppa Pig notched over seven billion media impressions, drawing coverage everywhere from CNN to Good Morning America.

On Tuesday (Aug. 11) Mummy returned to the show, this time in an 8-minute short about “modern parenting, self-care, and family life,” according to Hasbro’s press office. (Kelce, in kangaroo form, actually visits Mummy’s animated world—watch it below.)

Brands love to repeat past wins, but Mummy’s return to Not Gonna Lie is about more than that. Hasbro, which bought Peppa Pig owner Entertainment One for roughly $4 billion in 2019, sees Mummy as a breakout star who can function as an ambassador to millennial moms.

“We are looking to establish Mummy Pig as a long-term voice for our brand,” Hasbro’s vp of global marketing Sarah Madey told ADWEEK. “To do that, she needs to have relationships and friendships that feel as real as any influencer, parent, or person out there would have.”

Designed to appeal to children ages 2-4, Peppa Pig (a perennial four-year-old herself) debuted in 2004. Today’s millennials, now between 30-45, were already too old for Peppa back then. But with the average age of new moms now at 27.5 years old, according to CDC data, they’re the perfect age to relate to the head of the Pig household.

“This is a way for us to introduce Peppa to kids through their moms,” Madey said. “We know that 75% of parents out there research kids’ shows before they watch them.”

In that respect, Kelce’s not a bad pick. The host has four children of her own; Baby Evie, born last May, was Mummy Pig’s third. Kelce’s podcast goes “beyond just being a football wife,” according to the show’s producer Wave Sports & Entertainment , devoting itself to “speaking [Kelce’s] truths on topics like modern parenting.”

“When we started talking about what a second year together could look like, we knew we wanted to do something different,” said Kelce, who describes the short as a “chance to tell an actual story together.”

“Since Peppa Pig has been a fixture in our house for years, it felt like a pretty natural fit,” she continued.

“Hasbro recognizes the power of Kelce’s highly engaged, built-in audience of moms,” added Meg Jones, Wave’s evp and head of sales. “By combining Kylie’s relatable, humorous advice with a unique, illustrated narrative, we capture Kylie and Mummy Pig bonding as multitasking moms.”

But “relatable” can be strange territory when trying to package a kids’ franchise for an adult consumer. While Peppa is as wholesome as can be, the unvarnished Kelce drops f-bombs with the same ease she addresses a camera.

Madey is not worried.

“We want this to feel authentic,” she said. “We wouldn’t partner with someone who’s offensive. But someone who’s sharing a glass of wine or swearing in frustration, that’s just real life moments.”

Robert Klara is the senior editor of brands at Adweek, specializing in the evolution and impact of brands.

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