Merlin Entertainments launches first US Peppa Pig World of Play
Merlin Entertainments has opened its first Peppa Pig World of Play (PPWoP) attraction in the United States, located in Grapevine, Texas. The roll-out of the indoor play centre concept into the US market follows the successful launch of the inaugural PPWoP in Shanghai last October, which has been enthusiastically received by visitors.
Merlin has an exclusive multi-territory licensing agreement with Entertainment One, owner of the Peppa Pig brand. It is building and operating the PPWoP attractions, which target the pre-school market, as part of its broader strategy to engage in IP partnerships with some of world’s most popular brands.
The 14,000 square foot (1,301 sq m) standalone indoor play centre is located in the Grapevine Mills mall, where children and their families will be able to enjoy exploring the world of Peppa Pig as they visit ten immersive play areas. The attraction is designed to encourage development through learning-based play to enhance creative, physical, sensory, role play and social skills. It includes themed party rooms for birthdays, a movie theatre/screening room as well as facilities for families to relax. Further Peppa Pig World of Play attractions are due to open in Michigan and the New York area before the end of the year.