Entertainment One Licensing and Leolandia Amusement Park have opened The World of Peppa Pig.
Set across 2,500mq just outside Milan, The World of Peppa Pig lovingly recreates some of the landmarks from the hit TV show created by Astley Baker Davies.
Interactive experiences on offer include Peppa’s family home where kids can explore all the rooms, Daddy Pig’s car parked on the hill, Peppa and George’s playground and the garden where kids can jump up and down in muddy puddles. House of Peppa is the first dedicated permanent themed attraction to launch in Italy.
“The World of Peppa Pig represents a milestone achievement for the brand in Italy and is a clear demonstration of its longevity in the territory," said Andrew Carley, head of global licensing at Entertainment One.
"Leolandia have done an incredible job of bringing Peppa’s world to life and we hope it will bring joy to families in Italy for many years to come.“
Massimiliano Freddi, Leolandia’s VP strategic development, added: “We are happy and excited. Our 2015 season opened with a unique new themed area, The World of Peppa Pig. Children will be immersed in their favourite cartoon character with a hands-on experience like they’ve never seen before. Bringing families together and generating thousands of smiles will be the best reward for this one-of-a-kind project.”
Leolandia is supporting the launch with a heavyweight marketing campaign spanning TV advertising, outdoor media space and leaflets and flyers at key family sites.