Merlin Entertainments to develop Peppa Pig attractions with Entertainment One

merlin entertainments
Merlin Entertainments and Entertainment One have entered a deal to create Peppa Pig-themed attractions and theme park areas.

Merlin Entertainments has announced that it has entered into a multi-territory partnership with Entertainment One to license the Peppa Pig brand for use in developing and operating attractions.

Peppa Pig is one of the world’s leading pre-school brand properties, and the TV program is broadcast in 180 territories in 40 different languages.

Under the terms of the new deal, Merlin will have exclusive multi-territory rights to new attraction formats and themed accommodation featuring Peppa Pig and her family and friends. The deal covers all territories except for the UK, and the rights in China will be licensed non-exclusively.

The deal will lead to fully branded attractions and areas in different formats within Merlin’s theme parks, with the first in-park areas to open in two Merlin’s Resort Theme Parks in 2018. The first standalone attraction is expected to open in 2019.

“We’re extremely excited to be partnering with [Entertainment One]. Global Intellectual Property is an important part of our strategic growth and Peppa Pig is an exceptionally strong brand, recognized and loved by families around the world. The roll out of new attractions as part of this deal will further diversify our portfolio,” said Nick Varney, chief executive officer of Merlin Entertainments.

“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,” said Olivier Dumont, president of Entertainment One Family & Brands. “Merlin’s commitment is a ringing endorsement for the longevity of the property across the globe and these attractions will play a key role in ensuring its future success for generations to come.”

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