eOne Sets Sights on New 'Peppa' Attractions

The multi-territory agreement will see Merlin Entertainments create standalone attractions and in-park areas inspired by the popular preschool series.

EUROPE–Entertainment One has joined forces with Merlin Entertainments to develop and operate a score of location-based entertainment attractions based on “Peppa Pig.”

Under the terms of the agreement, Merlin will create fully branded, standalone “Peppa Pig” attractions in multiple formats as well as dedicated themed areas within its existing resort theme parks.

The new deal also covers all territories, excluding the U.K., and grants Merlin the exclusive rights for all location-based formats with the exception of China, which will be licensed to Merlin on a non-exclusive basis.

“The partnership with Merlin highlights our commitment to bringing ‘Peppa Pig’ to a global audience so that families around the world will be able to create unforgettable memories based on real life experiences,” says Olivier Dumont, president, family and brands, eOne. “Merlin’s commitment is a ringing endorsement for the longevity of the property and these attractions will play a key role in ensuring its future success for generations to come.”

The first themed, in-park areas are set to open in 2018, with the first standalone attraction scheduled to open in 2019.

“We are extremely excited to be partnering with eOne. Global IP is an important part of our strategic growth and ‘Peppa Pig’ is an exceptionally strong brand, recognized and loved by families around the world. The roll out of new attractions as part of this deal will further diversify our portfolio­–by brand, customer type and geography,” says Nick Varney, chief executive officer, Merlin Entertainments. “Our Merlin Magic Making creative team is already well progressed in working with our partners at eOne to develop these new concepts which will complement our existing brands and extend our reach into the important pre-school market.”

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