By A Correspondent

Save the Children, a leading child rights organisation, has announced Peppa Pig as its Child Ambassador to promote the importance of leisure time. The popular character amongst kids, is represented by Viacom18 as its official merchandising and licensing partner.

Speaking on the criticality of quality leisure time for children in the current context, Sudarshan Suchi, CEO, Save the Children said, “Play is essential for children as it helps in developing their imagination, dexterity, physical, cognitive and emotion strength. It allows children to conquer their fears and master the world. Undirected play allows children to learn social behaviours, to share, to negotiate and to resolve conflicts. More than anything, play allows a child to experience happiness and joy, which is a fundamental building block to any other right.”

Added Mahesh Shetty, Head-Network Sales, Viacom18: “While the perils of the pandemic continue to exist, Right to Play is pertinent, especially in today’s times where kids continue to stay confined and are unable to engage, interact with the world around them. We are extremely delighted that Peppa has been chosen by Save The Children to be the Child Ambassador to promote Right to Play. We believe that Peppa has a strong influence on the minds of young kids and will play a key role in changing mindsets and reinforcing the value of play. Since 2016, Viacom18 has created a strong ecosystem for Peppa Pig with forays into broadcast, digital, merchandise and events. We look forward to partnering with eOne and Save The Children on the exciting initiatives planned in the coming months.”