Merlin Entertainments opens first US Peppa Pig World of Play in Dallas-Fort Worth

Merlin Entertainments, in collaboration with Entertainment One (eOne), has launched its first Peppa Pig World of Play attraction in the United States.

The standalone play centre in Dallas-Fort Worth, Texas, is the start of a roll-out of the concept in the US, following the successful launch of the Peppa Pig World of Play (PPWoP) in Shanghai last October.

Merlin, global leaders in location-based entertainment, are operating the PPWoP attractions as part of a broader strategy to engage in partnerships with some of the world’s most popular brands. The company has an exclusive multi-territory licensing agreement with eOne, owner of the Peppa Pig IP.

Located in Fort Worth’s Grapevine Mills Mall, the 14,000 square foot indoor attraction fosters development through learning-based play, bringing the popular TV characters to life with family-friendly activities. The site includes ten immersive play areas, themed birthday rooms, facilities for families and a movie theatre/screening room.

Popular pre-school IP

One of the leading pre-school IPs, the Peppa Pig brand has more than 1000 licensees across 60 countries. The TV programme is broadcast in 40 languages across 180 territories; both China and the US are key markets.

Andrew Carley, eOne’s EVP Global Licensing, Family & Brands added, “The successful launch of the first Peppa Pig World of Play in Shanghai has created a strong blueprint for the opening of future sites around the world and we’re extremely excited to be bringing the attraction to the US. The partnership with Merlin underlines our own long term strategy of building enduring success for Peppa Pig in the US and we look forward to giving families there an unforgettable day out.”

Peppa Pig World of Play roll out continues

Mark Fisher, Group Chief Development Officer at Merlin, said, “We take great pride in producing themed entertainment attractions that are fully immersive and engaging for visitors of all ages. A meticulous level of detail has gone into creating each of the play areas, and together with our partners at eOne, we are excited to use the latest in visual and sensory effects technology to guarantee a truly memorable day out for families.”

With the new opening, Merlin now operates 29 attractions in the Americas, including a SEA LIFE Aquarium and LEGOLAND Discovery Centre in Grapevine Mills.

Merlin plans to open three further Peppa Pig World of Play attractions this year in Beijing, Michigan and New York.