Italy: Gardaland Resort Announces New “Peppa Pig“ Theme Area for 2018
Italy’s Gardaland Resort, part of the Merlin group, announced this week to open a “Peppa Pig” theme area featuring three new attractions in 2018 to complement its existing offer for families and preschool kids. This project can be seen as a first result of the licensing agreement between operator Merlin and Entertainment One (eOne), Owner of the Peppa Pig IP, fixed this past October (c.f. EAP news from October 18th, 2017), transferring Merlin the rights to develop Peppa Pig-themed attractions and park areas.
“Peppa Pig is an extraordinarily strong brand that is popular with families around the world and we have chosen it for several reasons: first, this IP brand is aimed at children in preschool age, an increasingly important target group for us. Furthermore, the Peppa Pig animated series deals with everyday situations presented to kids in a clear and comprehensible speech. Kids love the Peppa Pig IP as do parents, because the series conveys important education values,” explained Aldo Maria Vigevani, CEO of Gardaland. (eap)
