UK: Merlin Plans Global Rollout of Bear Grylls Attractions

As recently announced by Merlin Entertainments, the British operating group is working on the development of a new attraction concept based on adventure survivalist Bear Grylls, which will include adventure-based experiences such as high ropes courses and skydiving facilities. The first attraction of this kind is scheduled to open in 2018, at the Birmingham National Exhibition Centre (NEC).

“As we started talking to Bear Grylls, it turned out that he and his team had already begun thinking about a similar product themselves, so in a way, this was a marriage which happened because we met in the middle to develop this brand concept,” said Nick Varney, CEO of Merlin Entertainments. “Bear Grylls is a truly international brand. As well as earning recognition in Europe, he is extremely big in the US and in China, which are the two big markets we are focusing on,” added Varney. The deal sees Merlin gain worldwide exclusivity to roll out the Bear Grylls’ adventure concept, with the agreement running until 2026. (eap)