Hit CBeebies character, Boj is tightening its grip on the nation's affection with the launch of the first Boj-themed visitor attraction at the UK's West Midland Safari Park.
Called Boj's Giggly Playground, the themed indoor soft play area will offer youngsters an array of catering facilities as well as a retail outlet for Boj merchandise.
As one of Britain's top tourist destinations, West Midland Safari Park expects the new Boj attraction to welcome more than half a million visitors a year.
In its partnership with Pesky Productions - the creators of the Boj TV series - West Midland Safari Park will make Boj's Giggly Playland the focus if its 2016 marketing campaign with online, radio and TV promotions and advertising.
Daniel Griffiths, head of marketing at West Midland Safari Park, said: "This is an immensely enjoyable project to work on and to get the opportunity to incorporate Boj into our ever-increasing compendium of new feature exhibits is exciting.
"Boj is the perfect little guy to woo our younger visitors and I’m confident that the relationship between Pesky and West Midland Safari Park will work exceedingly well and gives us exciting options for further growth together over the coming years.”
David Hodgson, Pesky director and co-creator of Boj, added: "Boj digs all the tunnelly-fun he has in Giggly Park. And now, thanks to the inspired vision of West Midland Safari Park, children will soon be giggling along with him as they pop up inside this first ever Boj Giggly Playland.
"Soft play and Boj are made for each other and we can't wait to see kids having some down under fun as their parents relax in our real-life Giggly Park cafe!"
Claire Underwood, creator and director of Boj, concluded: "Boj always loves to be at the heart of things so he's really giddy to be popping up in his first Giggly Playland at West Midland Safari Park, right in the middle of the country."