The Majaland brand is to disappear from Poland as Momentum Leisure rebrands its indoor parks to Episodia.
The Dutch-Polish company, which opened its first park – Majaland Kownaty – in September 2018, has been working on a fresh identity for the past 12 months.
“Majaland has been a successful brand and an important part of our journey,” said Wouter Dekkers, CEO of Momentum Leisure. “However, our parks have evolved into a richer universe of stories, characters and experiences.
"Episodia provides a future-proof brand platform that can bring multiple stories, characters and worlds together under one umbrella, while creating room for continued expansion and innovation."
The original park in Kownaty, close to the German border, now also includes an extensive outdoor area.
It was followed in 2022 by Majaland Warsaw outside the Polish capital and Majaland Gdańsk in 2024, each about 20,000 square metres in size.
The Majaland name is licensed from Studio 100, owner of the intellectual property Maya the Bee and operator of the Plopsaland and Plopsa indoor parks in Belgium, the Netherlands and Germany.
At the beginning of this year, construction began on a fourth Polish park from Momentum in the city of Gliwice. Expected to open in summer 2027, it will carry the Episodia name from day one.
The firm’s existing three theme parks in the country will be transformed from next spring, with each getting a new attraction called Ziegler.
Over the coming months, a transitional 'Majaland by Episodia' branding campaign will be rolled out. Momentum also plans to develop a park outside the Romanian capital of Bucharest in the coming years.
Episodia: defining the brand
The new name was created together with Globrands, the logo developed by The Verve, and the legal and trademark validation conducted by Novagraaf – all part of the same Dutch group.
The brand book was developed by Polish agency Kabu Studio. Consumer research was conducted in both Poland and Romania in partnership with Kantar.
According to a Momentum spokesperson, the Episodia brand represents playful energy, trusted safety, immersive storytelling, family first, friendliness and adventure. In short: “Every visit is a new episode.”
Momentum Leisure, a Dutch-Polish company, has been working on a fresh identity for the past 12 months
Maya the Bee and other IP from Studio 100 will remain part of the former Majaland sites in Poland, along with The Smurfs, after the rebrand to Episodia.
Since Dekkers joined Momentum, however, he has licensed additional content from Nickelodeon including SpongeBob SquarePants, Paw Patrol and Teenage Mutant Ninja Turtles.
Whilst the company’s three existing parks in Poland were built to a Majaland template, a “completely new concept” – indoor and outdoor – is promised at Themepark Epsiodia Gliwice, as it will be known.
The €50 million project is expected to create around 200 jobs once open next summer. Located in the south of Poland, its has a catchment area of more than 40 million residents and offers strong cross-border potential with Germany and Czechia.
In the meantime, building permits and final concepts are being finalised for Themepark Epsiodia Bucharest.
A Dutch-Polish partnership
Momentum Leisure’s main shareholder is the privately-owned Momentum Capital, which has been investing in sites across Poland since 2008.
Speaking to blooloop in 2024, Dekkers revealed why its founder Martijn van Rheenen decided to look to Central and Eastern Europe rather than developing parks in his native Netherlands.
“The market is saturated; consolidation has taken place. The big groups did not want to go into Poland. There and in Romania, we can be the pioneers,” he said.
The team in Poland recently became a member of the Netherlands-Polish Chamber of Commerce.
