(Yicai) April 25 -- Asia's first and the world's largest outdoor theme park based on the popular UK animated television series Peppa Pig will be built on Changxing Island in Shanghai's Chongming district and will likely open in 2027. 

Authorized by the Peppa Pig brand owner, US toymaker giant Hasbro, the new project is introduced, invested in, operated, and managed by Max-Matching Entertainments, the Shanghai-based firm said at a launch ceremony yesterday. More than CNY2.4 billion (USD331.2 million) will be invested in the project, covering an area of around 19.3 hectares.

The park will bring scenes from the animated series into reality and integrate them with Shanghai's local elements, said Zhao Yang, president of Max-Matching. There will also be a standalone Peppa Pig hotel, showcasing the characteristics and features of the Chinese and Shanghai culture by providing a one-stop entertainment, accommodation, dining, and retailing experience, Zhao added.

Max-Matching will later convert more well-known intellectual properties under Hasbro into brick-and-mortar entertainment projects to boost the internationalization of China's theme park entertainment sector, Zhao noted. 

Produced by the animation studio Astley Baker Davies, Peppa Pig premiered in 2004 and has been very popular with preschool kids. The story follows Peppa Pig, her family, and friends, and there are many kinds of merchandise, movies, and games related to the series. Peppa Pig debuted in China in 2015 and quickly gained popularity among locals.

Rhode Island-based Hasbro owns other renowned intellectual properties, including Transformers, G.I. Joe, Dungeons and Dragons, and My Little Pony.

Editor: Martin Kadiev