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Merlin opening £1m Peter Rabbit attraction in Blackpool in 2022

Beloved characters from the animated Peter Rabbit TV show will feature at Merlin’s first stand-alone attraction based on the series.

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Merlin Entertainments has announced a new £1m attraction based on the Peter Rabbit animated TV series, launching on Blackpool’s seafront in 2022.

Beloved characters from the Peter Rabbit TV show, produced by Silvergate Media, will feature at Merlin’s first stand-alone attraction based on the series. The company’s latest “world-class” offering was teased last month.

Created in partnership with Blackpool Council, Silvergate Media, and Penguin Ventures (on behalf of Peter Rabbit brand owners Frederick Warne & Co.), the attraction will open next door to Madame Tussauds Blackpool.

“We are thrilled to be welcoming such an icon to Blackpool,” said Kate Shane, regional director at Merlin. “Peter Rabbit is a well-loved household name for young and old and is globally renowned. We are delighted that this new attraction concept will be created here in Blackpool first.”

Peter Rabbit and friends coming to Blackpool

merlin peter rabbit attraction blackpool

“We firmly support Blackpool’s overall ambition to be the UK’s number one family seaside resort and with such a family-favourite brand joining our Blackpool cluster of attractions we can’t wait to ‘hop’ to it and get the experience open next year,” Shane added.

The Peter Rabbit-themed destination will join Merlin’s other attractions in Blackpool, including the Blackpool Tower, Blackpool Tower Dungeon, and SEA LIFE Blackpool.

Visitors will get the chance to hop into the world of Peter and friends, going on an adventure across five themed zones. Guests will need to think like a rabbit, move like a rabbit, and use rabbit-like senses in order to complete challenges and earn badges.

“Working with Merlin on creating this attraction over the past year, pulling together ideas and new themes from the show and seeing them come to life has been such a thrill,” said Thomas Merrington, creative director of live and experiential at Penguin Ventures.

“We’re excited to partner with Merlin Entertainments on a new stand-alone attraction that brings the animated adventures of Peter Rabbit and his friends to life for families in Blackpool,” added Lisa Macdonald, SVP of consumer products and content sales at Silvergate Media.

Images: Merlin Entertainments

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Bea Mitchell

Bea is a journalist specialising in entertainment, attractions and tech with 10 years' experience. She has written and edited for publications including CNET, BuzzFeed, Digital Spy, Evening Standard and BBC. Bea graduated from King's College London and has an MA in journalism.

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