Merlin Entertainments Enters Global Partnership to Develop New “Peppa Pig” Attractions

Yesterday, Merlin Entertainments announced to have signed a new multi-territory partnership with the global record label and entertainment distribution company Entertainment One (eOne) to license the “Peppa Pig” IP brand exclusively for use in developing and operating location-based entertainment attractions across multiple formats and themed accommodation.

Under the terms of the deal, Merlin will have the exclusive multi-territory rights to roll out new attraction formats and themed accommodation which will include Peppa Pig and all related characters. Further, the British operating group announced its plans to open in-park areas in two of its belonging leisure park resorts in 2018 as well as to open the first stand-alone attraction in 2019.

“We are extremely excited to be partnering with eOne,” said Nick Varney, CEO of Merlin Entertainments. “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 – by brand, customer type and geography. Our Merlin Magic Making creative team is already well progressed in working with our partners at eOne to develop these new concepts which will complement our existing brands and extend our reach into the important pre-school market,” added Varney. (eap)