Max-Matching Entertainments, a leading developer, investor, and operator of IP-themed location-based entertainment in China, has shared updates on the development of the Peppa Pig outdoor theme park in China, in collaboration with leading games, IP, and toy company Hasbro. Max-Matching Entertainments is the exclusive licensee for the project.
With an investment of approximately 2.4 billion Chinese Yuan (331 million US Dollars), this mega theme park spans over 48 acres on China’s Changxing Island in Chongming, Shanghai. Once finished, it will be the largest outdoor theme park in the world and the first Peppa Pig-themed outdoor park in Asia.
Project is in creative design phase
“Our exclusive agreement with Max-Matching Entertainments is a cornerstone in bringing the PEPPA PIG Outdoor Theme Park to life in China,” says Matt Proulx, senior vice president for global experiences, partnerships and music at Hasbro.
“Together, we are setting new standards for immersive family entertainment by combining Hasbro’s iconic brand power with Max-Matching’s deep expertise in location-based experiences. This collaboration not only ensures a world-class guest experience but also reinforces our shared commitment to expanding PEPPA PIG’s presence in China.
“With several successful projects already under our belts, this alliance positions us to deliver even more exceptional themed attractions that delight families across the region.”
The project is now in the creative design phase. The park will feature five themed zones: Peppa’s neighbourhood, as well as urban, water, snow, and nature zones. Each offers numerous immersive rides and shows inspired by the beloved series, featuring over 30 unique indoor and outdoor Peppa Pig experiences, including jumping in muddy puddles, riding the Ferris wheel, and a wide range of Easter eggs.
It will also feature a lively commercial street with themed shops and restaurants. Plans are underway to develop and design custom and limited-edition merchandise, allowing fans to take a piece of Peppa’s world home when the park opens.
Plus, the park will include the world’s first Peppa Pig-themed hotel with over 400 rooms, providing families the opportunity to continue their Peppa Pig experience through themed lodgings crafted to entertain guests of all ages.
A shared vision with more entertainment ventures to come
“We have a shared vision with Hasbro to create enchanting experiences that embody the spirit of Peppa Pig,” says Owen Zhao, president at Max-Matching Entertainments.
“PEPPA PIG appeals to a wide age group in China beyond families with kids, which includes young adults. As the exclusive licensee in PEPPA PIG Outdoor Theme Park in China, we are excited in tailoring a brand-new Shanghai PEPPA PIG Outdoor theme park for Chinese consumers with a larger-than-ever scale and investment.
This year, we are excited to announce the second PEPPA PIG outdoor theme park in China. Meanwhile, we are developing more themed projects with Hasbro, to deliver Chinese families and fans captivating experiences that create lasting memories.”
In addition to the Peppa Pig outdoor theme park, Hasbro and Max-Matching Entertainments plan to develop more themed entertainment ventures nationwide over the next three years. These include a family entertainment centre cluster with multiple Hasbro brands, the first-ever Peppa Pig Ice & Snow World, and Hasbro Play & Stay, a theme hotel featuring Transformers, My Little Pony, and Peppa Pig.
An additional Peppa Pig theme park is set to be developed, with the location to be announced later this year. These initiatives will strengthen Hasbro’s dedication to offering top family entertainment across the region and support Max-Matching Entertainments’ goal of delivering world-class themed experiences to the area.
Last year, Max-Matching announced a new strategic partnership with RWS Global. The collaboration unites Max-Matching’s operational expertise, local market insight, and resources with RWS Global’s innovation and global network. This week, the two firms exhibited at a joint booth during IAAPA Expo Asia 2025.
