BBC Worldwide and Merlin Entertainment have joined forces to create CBeebies Land, which will launch at the U.K. theme park Alton Towers in spring 2014.
The branded theme park area will be the first of its kind in the U.K. and will be Alton Towers’ first and only single-branded area.
Designed to bring to life some of the most-loved characters from the nation’s top children’s TV channel, the five-acre site will include rides, immersive play areas, live experiences, character appearances geared to preschoolers.
The area will be updated frequently with new content, with a seasonal program of events will run alongside the main attractions.
“CBeebies Land will be a fun and exciting way for children and adults to immerse themselves in and explore the CBeebies environment and to enjoy their favorite characters,” says Marcus Arthur, managing director, U.K., BBC Worldwide. “BBC Worldwide is delighted to be working with Merlin and this very special development at one of Britain’s best loved theme park resorts is a great beginning.”