Entertainment Rights has appointed 3DBA as its key sales partner across its portfolio for the delivery of key brands into themed attractions.
The two firms will be looking to position key brands as permanent fixtures in major theme parks and outdoor leisure attractions worldwide. ER will work with 3DBA to deliver a number of partners to develop and supply multiple format attractions including Interactive Water Rides, Dark Rides and 4D multi-sensory cinema experiences.
The first attraction in development - George of the Jungle Splash Battle, an interactive family water ride - was showcased last month at the Euro Amusement Show in Nice. Designs and plans for further rides in development will be featured at the upcoming Dubai Entertainment & Leisure Show, IAAPA Asian Expo in Macau and IAAPA Orlando later in the year.
The move into theme parks builds on ER's live entertainment division, which has to date focused around nationwide theatre tours, regional mall tours, multi-character live shows, pantomimes and summer residencies in leisure attractions throughout the UK.
"3DBA is a fantastic strategic partner for our brands and its ability to deliver major attractions throughout worldwide theme parks is unparalleled," said Mat Way, head of international live entertainment at ER. "Bringing George of the Jungle and Casper to life in an immersive environment which is appealing to families continues to firmly establish the brands in the public arena."
Roger Houben, president of 3DBA, added: "Our partnership with ER fits the current market trend for heritage brand themed attractions and initial responses to the concept have been very positive."