Netflix is stepping up its game—quite literally—in children’s entertainment, rolling out new content and experiences aimed squarely at its youngest audience.
Today, viewers in the UK can stream new episodes of the beloved British preschool series Peppa Pig. But that’s not all: Netflix is also bringing the World of Peppa Pig game directly onto its platform, significantly expanding its interactive kids’ programming.
This latest move is part of Netflix’s larger push to turn its gaming ambitions into something that resonates deeply with children and families. Lisa Burgess heads up kids’ and family gaming at Netflix and says the company draws heavily on what it already knows works from its film and TV offerings.
“Our strategy is rooted in familiarity,” says Burgess. “When children see characters they already know and love, it makes our games instantly more engaging. Titles like Peppa Pig hit the sweet spot—recognisable, adored by families, and a strong fit for our brand.”
She adds that Netflix aims to focus on high-profile, emotionally resonant intellectual property (IP) with a strong fan base. Alongside established names like Peppa Pig and Sesame Street, the company also invests in developing its original IP to strengthen its position in the children’s gaming ecosystem.
The message is clear: Netflix is not merely experimenting with kids’ games—it’s building a fully-fledged playground.
