Peppa Pig World readies for debut - Licensing.biz

Peppa Pig World readies for debut

Fully branded environment featuring E1 character set to open in Paultons Park at Easter 2011.
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E1 Entertainment has revealed the first details of Peppa Pig World, the 'fully branded environment' dedicated to the character due to open in Paultons Park, New Forest, Hampshire next year.

The show's creator Astley Baker Davies has worked closely with the family destination on seven themed rides inspired by the TV show. Rides will feature the family car, Miss Rabbit's helicopter, Grandpa Pig's train, George's dinosaur, a balloon ride, Danny Dog's car and George's boat.

Some of the most popular and recognisable elements of the show will also be recreated, while, along with the themed rides and outdoor play area, Peppa Pig World will also include a themed indoor play area.

"We are extremely excited to be working with Paultons on Peppa Pig World," said Hannah Mungo, E1's licensing manager. "We are confident that [it] will extend the relationship consumers have with the brand beyond the TV show and product range into real-life experiences that will be treasured by families in years to come."

Andrew Carley, E1's head of licensing and merchandising, added: "This is a very exciting time for the brand and offers enormous potential to deliver long-term growth for the property. The development of large scale events and brand alliances is a key priority for the Peppa Pig licensing programme and an integral part of the brand's future development."

Series three and four of Peppa Pig are currently in development, with new episodes scheduled for delivery in 2011, 2012 and beyond. Plans are also already in place for the character's ten-year anniversary in 2014.

"This is by far the largest project the Park has ever undertaken and we are thrilled to have secured an exclusive licence with E1 for the UK and Eire," concluded Steve Lorton, commercial director at Paultons Park.

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