Merlin Entertainments has announced a new global partnership withEntertainment One to develop new Peppa Pig attractions.
The partnership covers all territories excluding the UK. InChina, rights will be licensed to Merlin on a non-exclusive basis.Merlin plan to develop and operate Peppa Pig brandedlocation-based entertainment attractions across multipleformats and also to bring the IP into themed accommodation.
In addition to Peppa Pig branded standalone attractions Merlin will create dedicated branded areas within existing resort theme parks, the first two of which should open in 2018. The first standalone attraction will open in 2019.
Commenting on the announcement, Nick Varney, Chief Executive Officer of Merlin Entertainments said,“We are extremely excited to be partnering with eOne. Global Intellectual Property is animportant part of our strategic growth and Peppa Pig is an exceptionally strong brand,recognised and loved by families around the world. The roll out of new attractions aspart of this deal will further diversify our portfolio – by brand, customer type andgeography. Our Merlin Magic Making creative team is already well progressed inworking with our partners at eOne to develop these new concepts which willcomplement our existing brands and extend our reach into the important pre-schoolmarket.”
Olivier Dumont, eOne President, Family & Brands added,“The partnership with Merlin highlights our commitment to bringing Peppa Pig to aglobal audience so that families around the world will be able to create unforgettablememories based on real life experiences. Merlin’s commitment is a ringing endorsementfor the longevity of the property across the globe and these attractions will play a keyrole in ensuring its future success for generations to come.”
Peppa Pigis an immenselypopular pre-school television programme which is broadcast in 180territories in 40 languages. There are already1,000licensees across 60 countries. Paultons Park in the UK recently announced a major expansion of Peppa Pig World.
