In the US, Hit has signed a licensing deal with major operator Six Flags to open several Thomas rides and attractions. Six Flags Discovery Kingdom in California and Six Flags New England in Massachusetts will each unveil their own Thomas Land children’s area, based around the hugely popular steam train character.

In the UK, Drusillas, a family park in Eastbourne, will launch a Thomas & Friends ride over the Easter weekend, with help from the Fat Contoller. The 4-minute ride is set in landscaped gardens that reflect the Island of Sodor.

Since 1998, ThomasLand at Fujikyu Highlands just south of Tokyo has entertained over 14 million guests with its mix of Thomas-themed rides, retail outlets and a hotel.

Hit Entertainment is now seeking partners for Thomas and other licences including Pingu, Bob the Builder, Barney and Angelina Ballerina. Early last year Teri Ruffley, a former UK/Ireland representative for Intamin, was appointed the company’s London-based director of live events, with additional responsibility for developing branded rides, attractions and experiences.

Partnerships have been formed with a number of amusement industry suppliers to develop products that adhere to the strict brand values of the various licences.

“We are working towards developing immersive attractions using our brands,” says Ruffley. Hit Entertainment will monitor installations at each successful venue to ensure a consistent experience is delivered, and provide marketing support.

A major part of the plan is also to harness the “phenomenal” power of the various brands to drive retail sales of associated toys and goods within a venue.

At Six Flags, which has also licensed two Wiggles-themed areas from Hit, each Thomas Town will comprise three main attractions: A Thomas the Tank Engine replica train ride by Metalbau Emmeln; Harold the Helicopter ride by IE Park and Bertie the Bus ride, also by IE Park. They are expected to be up and running by early summer.

The themed ride at Drusillas in England, meanwhile, features not just the smiling train himself but also props from the Thomas TV series and books including bridges, engine sheds and characters such as James the Engine and the Fat Controller (Sir Topham Hatt). The ride system will be supplied by Metalbau Emmeln.

The suppliers were selected by Coen Niewenstein of ARC in the Netherlands, one of the key partners working with Hit Entertainment to bring its brands to life. Also on board are Star Attractions of England (branded play and miniature golf) and London-based RMA (design and project management).

“We are not operators, but we do know how to work with parks to implement the brands into first class attractions,” says Ruffley. “Park owners can benefit on multiple levels: The attraction itself, photo sales, retail and also events and character appearances.”

Owned by private equity investment group Apax Partners since June 2005, Hit Entertainment is one of the world’s leading independent children’s entertainment producers and rights owners, with studios in the US and UK. Its shows can be seen in more than 250 countries worldwide and – crucially – its brands enjoy strong parental endorsement.

Future developments are expected to include branded attractions at hotels and resorts and, in the immediate future, branded park shows and a chain of Bob the Builder play centres.

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