The first themed area dedicated to the character Peppa Pig will open Easter 2011 at Paultons Park in Hampshire, England. The hit pre-school brand is broadcast on TV channels in 180 countries and in the UK alone generated sales of over £100 million ($1.54m/€115m) in the last financial year.
Created in partnership with E1 Entertainment and Astley Baker Davies, Peppa Pig World will offer seven new and uniquely themed rides including Peppa Pig Family Car, Miss Rabbit’s Helicopter, Grandpa Pig’s Train, George’s Dinosaur, Danny Dog’s Car, George’s Boat and Windy Castle. The rides will be supplied by the German manufacturers Metallbau Emmeln and Zierer.
Some of the most popular and recognisable elements of the TV show will be recreated to make Paultons guests feel they are inside Peppa’s world. For example, guests will be able to splash in muddy puddles or watch Peppa and her family enjoying breakfast in their hilltop home. Also featured will be an indoor and outdoor play area and Peppa Pig shop.
“There is great synergy between the Paultons and Peppa Pig in terms of target markets and family values,” notes Paultons’ commercial director, Steve Lorton. “Peppa Pig World is by far the largest project the park has ever undertaken and we are thrilled to have secured an exclusive license with E1 Entertainment for the UK and Ireland.”
Since the success of Thomas Land at Drayton Manor, which opened in 2008, a number of British parks have been keen to partner with licence holders to develop branded attractions. At least one other facility is believed to make an announcement soon.