Netflix expands into kids gaming with Peppa Pig and Sesame Street

Netflix boosts kids gaming with Peppa Pig, Sesame Street, and original IP plans to grow its family-friendly platform.

Netflix is ramping up its efforts in the kids gaming space by integrating beloved IPs like Peppa Pig and Sesame Street into its platform.

The company began streaming new Peppa Pig episodes in the U.S. today and has launched the World of Peppa Pig gaming app directly within Netflix. This move strengthens Netflix’s commitment to offering familiar and safe content for young audiences.

Lisa Burgess, Netflix’s head of kids gaming, emphasized the importance of using well-known intellectual property to build trust and engagement among young users. “Kids want to interact with characters they know and love — they see them as best friends,” she told Variety.

The World of Peppa Pig app includes interactive activities such as puzzles, dress-up games, coloring books, and memory challenges. Designed for ages two to eight, its core audience is preschoolers aged two to five.

Netflix also announced it has acquired streaming rights to PBS Kids’ Sesame Street, including Sesame Street Mecha Builders, and will be developing original games around these franchises.

The strategy ties into Netflix’s broader goal of maintaining viewer engagement from early childhood through adulthood. Burgess says the company uses profile data to tailor content recommendations, which now extends to gaming. “We want to create a smooth content journey for families — from kids games to all-ages titles,” she said.

With kids and family viewing accounting for 15% of its total viewership, Netflix is positioning its gaming lineup as an extension of the trusted environment families already rely on — aiming to grow its presence in the competitive kids entertainment market.