Speaking at the opening of the Ben 10 Ultimate Mission rollercoaster the managing director of Drayton Manor Theme Park, Colin Bryan, said licensed rides were the "way forward and a good plan for the future.”
After opening Thomas Land in 2008, the park enjoyed a 40 per cent increase in visitors. Bryan said: “we believe Ben 10 is going to result in more or less the same increase.”
The associated merchandise which comes with licensed attractions also has its rewards. A Cartoon Network shop is positioned opposite the ride and is well stocked with games and toys.
"The toys side of it is very successful – we've got more toys being distributed to theme parks than ever before," Bryan said.
The rollercoaster was opened by Britain’s Got Talent dance duo Twist and Pulse to a crowd of Ben 10 fans, and George Bryan OBE, who founded the family owned park in 1942, was also in attendance.
General manager Ed Pawley confirmed that more licensed attractions are on the way, and believes the park has a winning recipe with Ben 10 and Thomas.
"It all initially started with Thomas Land, but once they grew out of that I saw what they were moving onto, and it was Ben 10.
"It's the most popular boys character on TV right now, so it's an instant follow on," he said.
The park is already working with Cartoon Network on a Chowder-themed restaurant.