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Merlin Entertainments and BBC to Create CBeebies Land at Alton Towers


Merlin Entertainments has announced a partnership with BBC Worldwide to bring CBeebies Land to Alton Towers, the UK’s No. 1 theme park resort.

Set to open in Spring 2014 CBeebies Land will be Alton Towers’ first area themed for a single brand and will feature some of the best loved characters from the UK’s favourite TV channel.

The 5 acre area for pre-schoolers will include rides, immersive play, live experiences,  character appearances and seasonal events with content updated regularly so that each visit to CBeebies Land will be unique.

Mark Fisher, Chief Development Officer at Merlin Entertainments said, “The Alton Towers project is very exciting.  Most importantly it is the first project in what we hope will be a very important long term relationship with BBC Worldwide. CBeebies is a perfect fit for Britain’s number one theme park resort, and both BBC Worldwide and ourselves are excited by the chance to add a little extra Merlin ‘magic’ to some of the country’s best loved children’s characters.  CBeebies Land will add a different and original element to the already fantastic offering we have for young families, making Alton Towers Resort the ideal destination for both day trips and short breaks.”

The BBC have already reached out to their youngest audience with a CBeebies app.  The development of a themed experience with Merlin is the next step to develop the CBeebies brand.  Joe Godwin, Director, BBC Children’s, said, “I’m really pleased that our youngest audience and their families will get the chance to experience hands-on their favourite CBeebies shows and characters in a safe environment which has all the values and quality they expect from CBeebies. CBeebies has long been the number one TV channel for preschool children and their families, but we also know that these days they want to be able to have days out and happy memories with their favourite characters in the real world as well. Hot on the heels of our hugely popular CBeebies app, CBeebies Land gives families another new way to experience the brand.”

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