Merlin Entertainments has announced a new global strategic collaboration with Sony Pictures Entertainment which will see the company bringing a range Jumanji-themed of rides, lands and hotel rooms to its international portfolio of theme parks and water parks.
As a result of the new formal multi-territory exclusivity agreement with Sony Pictures Entertainment, Merlin will develop and operate attractions, rides, lands, retail outlets and themed hotel rooms based on the popular Jumanji film franchise at its properties in Europe (including the UK) and North America.
Jumanji comes to Gardaland
Visitors at Gardaland in Italy will be able to enjoy the world’s first Jumanji ride when it opens in April. In addition to this, a second activation is in development for a 2023 launch at another of Merlin’s theme parks.
Gardaland’s latest ride, Jumanji – the Adventure, is the result of Merlin’s collaboration with Framestore and Oceaneering. The attraction will take riders into the Jumanji world for a jungle adventure filled with pitfalls, surprises and dangers. Suitable for all ages, the dark ride has been designed to appeal to families, teenagers and young adults.
The park will also be launching its new fully-themed Jumanji hotel bedrooms alongside the ride opening next month.
This move builds on the company’s broader global strategy to engage and work with leading IP and brands across its global estate. Its current successful partnerships include LEGO, Marvel, Peppa Pig, and CBeebies.
For Sony Pictures Entertainment, this supports its goals in growing and expanding its location-based entertainment offer, creating ways for audiences around the world to immerse themselves deeper into the studio’s stories.
Merlin and Sony Pictures Entertainment previously collaborated on the Ghostbusters 5D ride at Heide Park in Germany and the Ghostbusters experience at Madame Tussauds New York.
Taking partnership to the next level
“We are excited to be taking our relationship with Sony Pictures Entertainment to the next level with this strategic partnership, says Mark Fisher, chief development officer at Merlin Entertainments.
“Sony are one of the top movie companies on the planet and Jumanji is a multi-billion-dollar brand which has appealed to guests of all ages, for over two decades. Our Merlin team are already hard at work developing brilliant creative concepts, which will bring to life the blockbuster-famous Jumanji film across our Theme Parks and Waterparks. We can’t wait to deliver thrilling rides and experiences for guests and film fans alike! The game is certainly on!”
Jeffrey Godsick, EVP of Global Partnerships and Brand Management and Head of Location Based Entertainment at Sony Pictures Entertainment adds:
“Merlin is the ideal company to bring the world of Jumanji to life. Their commitment to strong storytelling, quality of craftsmanship and fantastic guest experiences ensure that fans of Jumanji will be fully immersed into the worlds of our films and have an unforgettable experience. I am very pleased to expand our relationship with the great team at Merlin.”
Last month, Merlin Entertainments celebrated the opening of the world’s first Peppa Pig Theme Park, next door to LEGOLAND Florida. The new park, which is designed for preschoolers and their families, includes wheelchair-friendly rides & will be a Certified Autism Center.
