Merlin Entertainments to develop new Peppa Pig attractions

Merlin Entertainments has announced a new global partnership with Entertainment One to develop new Peppa Pig attractions.

The partnership covers all territories excluding the UK.  In China, rights will be licensed to Merlin on a non-exclusive basis.

Merlin plan to develop and operate Peppa Pig branded location-based entertainment attractions across multiple formats 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 an important 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 as part of this deal will further diversify our portfolio – by brand, customer type and geography. Our Merlin Magic Making creative team is already well progressed in working with our partners at eOne to develop these new concepts which will
complement our existing brands and extend our reach into the important pre-school
market.”

Olivier Dumont, eOne President, Family & Brands added, “The partnership with Merlin highlights our commitment to bringing Peppa Pig to a global audience so that families around the world will be able to create unforgettable memories based on real life experiences. Merlin’s commitment is a ringing endorsement for the longevity of the property across the globe and these attractions will play a key role in ensuring its future success for generations to come.”

Peppa Pig is an immensely popular pre-school television programme which is broadcast in 180 territories in 40 languages.  There are already 1,000 licensees across 60 countries.  Paultons Park in the UK recently announced a major expansion of Peppa Pig World.