The new centre opened at Leidschendam, outside The Hague in The Netherlands. An opening ceremony was held with local Peppa Pig fans who made permanent ‘muddy’ boot prints in cement stones to celebrate the first steps before opening.
The new family play centre, aimed at children aged one to six, spans over 1,500 sq. metres and features over 12 free-roaming play areas. The aim is to fuel children’s imaginations via a range of interactive based play over a two-hour session.
The centre also features a themed campervan café and picnic area and an independent retail store.
Leading pre-school brand property
“Peppa Pig is one of the world’s leading pre-school brand properties,” says Vincent Pronk, Attraction Manager at Peppa Pig World of Play, pointing out that the popular television series is broadcasted in 180 territories in 40 languages.
“Peppa Pig World of Play, Indoor Play Centre Leidschendam is Merlin’s first place in Europe where little piggies can step into Peppa Pig’s world,” says Pronk. “It’s guaranteed to be a truly memorable experience for families and something to really look forward to visiting.”
Strategic partnership agreement
Merlin Entertainments has a strategic partnership agreement with Hasbro, the company that owns the Peppa Pig brand. Its remit, as outlined in its press release, is to “build and operate Peppa Pig attractions targeted at the pre-school market as part of its broader strategy to engage in IP partnerships with some of the world’s most popular brands.”
Building the brand
The Netherlands centre is the fifth Peppa Pig World of Play that Merlin Entertainments has opened worldwide.
The first Peppa Pig World of Play launched in Shanghai in October 2018. It was followed by the first US centre which opened in Dallas/Fort Worth in the US in 2019.
Further US centres in Chicago and Michigan followed. Now construction is now under way for a Peppa Pig Theme Park at Winter Haven, Florida. The park is scheduled to open in 2022 and will feature family-friendly rides, themed playscapes and a water play area. It will be a separately ticketed attraction to Legoland Florida, also operated by Merlin Entertainments.