Chessington World of Adventures Resort readies first Gruffalo ride - Licensing.biz

Chessington World of Adventures Resort readies first Gruffalo ride

The Gruffalo River Ride Adventure will launch March 18th, which will see kids and families join in a riverboat journey through the dark deep wood.
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The world’s very first Gruffalo ride is heading to Chessington World of Adventures Resort thanks to a new deal with Magic Light Pictures and Merlin Entertainments.

The Gruffalo River Ride Adventure will launch March 18th, which will see kids and families join in a riverboat journey through the dark deep wood.

“This is an exciting new step in the world of The Gruffalo,” said Daryl Shute, brand director at Magic Light Pictures.

“He started life on page, moved onto stage, screen and now can be explored in a fully immersive ride that will allow Gruffalo fans to experience the story in a whole new way.”

The new deal with Merlin Entertainments is part of a ten-year license that includes Gruffalo-themed hotel rooms in the Chessington Safari Hotel, a food outlet and a Gruffalo branded gift shop.

Jonathan Lewis, global IP director for Merlin Entertainments, added: “We’re delighted to be partnering with Magic Light Pictures and to be bringing the story of The Gruffalo to life, which has been at the heart of many childhood memories.

“We’re excited for guests young and old to experience the first ever Gruffalo ride, plus the many other Gruffalo offerings across the Resort in 2017.”

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