Entertainment One (eOne) and Merlin Entertainment are planning the first-ever “Peppa Pig World of Play” — a standalone indoor attraction inspired by the globally beloved preschool animation property. The first locations will be the LC Mall in Shanghai (opening late 2018) and the Grapevine Mills in Dallas/Fort Worth (early 2019). Additional sites have been secured in Beijing, and in Michigan and the New York area in the US, also set to open in 2019.
The announcement states: Peppa Pig World of Play is a unique indoor attraction concept that will give preschool children an opportunity to step into the exciting world of Peppa Pig in an immersive play environment packed full of family-inclusive activities. With a design concept adaptable to different spaces, children and their families will be immersed in the world of Peppa Pig as they visit 10 play areas that will ignite their imaginations.
Merlin will build and operate the themed attractions under an exclusive multi-territory licensing agreement with eOne. The company launched two in-park brand areas this year in Gardaland (Italy) and Heide Park (Germany), as well as popular Peppa Pig themed accommodation at both resort theme parks.
“Peppa Pig is loved by children and families across the world and we are thrilled that our partnership with Merlin will create the ultimate, fully-immersive Peppa Pig indoor play experience for her many fans,” said Andrew Carley, EVP Global Licensing, Family & Brands at eOne. “The partnership with Merlin underlines our own long-term strategy of building enduring global success for Peppa Pig and these attractions will play an integral role in making it a favorite preschool property for many years to come.”
Mark Fisher, Chief Development Officer at Merlin Ent., said: “We are very excited about the opening of the world’s first ever Peppa Pig World of Play in partnership with eOne. Peppa Pig is an exceptionally strong brand, recognised and loved by families around the world, and the global preschool market for location-based entertainment represents a great opportunity for Merlin. The attraction’s flexible design means we are excited about the rollout potential of these attractions, with an initial focus on China and the US.”