eOne partners with Merlin for new Peppa Pig attractions and acommodation

Entertainment One has entered in to a global partnership with Merlin Entertainments to develop new location-based attractions inspired by Peppa Pig.

The visitor attraction operator will roll out new attractions and themed accommodation featuring Peppa Pig and all her family and friends in a deal that covers all territories excluding the UK.

Merlin will have the exclusive rights for all location-based entertainment formats with the exception of China, which will be licensed to Merlin on a non-exclusive basis.

In collaboration with eOne, the firm will create fully branded, standalone Peppa Pig attractions in multiple formats, as well as the development of dedicated branded areas within existing Merlin’s Resort Theme Parks.

Merlin expects to open in-park areas in two Resort Theme Parks in 2018 and it is expected the first standalone attraction will open in 2019.

Nick Varney, chief executive officer of Merlin Entertainments, said: “We are extremely excited to be partnering with eOne. Global IP is an important part of our strategic growth and Peppa Pig is an exceptionally strong brand, recognised and loved by families around the world.

“The roll-out of new attractions as part of this deal will further diversify our portfolio – by brand, customer type and geography. Our Merlin Magic Making creative team is already well progressed in working with our partners at eOne to develop these new concepts which will complement our existing brands and extend our reach into the important pre-school market.”

Olivier Dumont, eOne’s president, family & brands, added: “The partnership with Merlin highlights our commitment to bringing Peppa Pig to a global audience so that families around the world will be able to create unforgettable memories based on real life experiences.

“Merlin’s commitment is a ringing endorsement for the longevity of the property and these attractions will play a key role in ensuring its future success for generations to come.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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