Merlin Entertainments is acquiring the operations and brand licenses for Cadbury World in the UK from Mondelēz International, one of the world’s largest snack companies with brands including Oreo, Milka and Toblerone .
Launched back in 1990, Cadbury World welcomes more than 600,000 annual guests. Merlin will be responsible for running the attraction, and for its employees and all operational decisions. The company will also hold brand usage rights for Cadbury World in the UK.
“As one of the world leaders in location-based entertainment (LBE) we are delighted that Cadbury World is joining the already strong global network of Merlin attractions,” said Mark Fisher, chief development officer at Merlin.
“We have long admired Cadbury as the nation’s favourite chocolate brand and have already successfully worked together across a range of experiential activities and retail spaces in our UK theme parks,” he added.
“Merlin magic” coming to chocolate attraction
“We are now excited to continue the relationship and bring to life the sights, smells and fun experiences that chocolate lovers have come to know and love, but just with the additional helping of some Merlin magic!”
Located in Bournville, Cadbury World features interactive zones, in-house chocolatiers, the world’s largest Cadbury shop, and the Cadbury Café. Visitors get the chance to learn about the history and making of Cadbury chocolate.
“Cadbury World is a truly unique experience and since it first opened its doors in 1990, has been enjoyed by millions of families from across the UK and overseas,” said Louise Stigant, UK MD at Mondelēz International. “We want to build on the strong foundations we’ve laid so that people can continue to enjoy Cadbury World for generations to come.”
“As we approach Cadbury’s 200th anniversary, I’m really excited by this partnership,” she added. “By working with Merlin Entertainments, we will be able to bring the history and heritage of the Cadbury brand and the joy of chocolate to more and more people.”
Images: Merlin Entertainments
