Canada’s DHX Brands has tapped UK-based Paragon Creative to build new themed attractions based on three of its most popular properties.
The brand management and consumer products arm of DHX Media is collaborating with Paragon to create family attractions for Teletubbies, In the Night Garden and Twirlywoos.
Paragon will design, manufacture and build the attractions, which will range from family entertainment centers to themed rides. The concepts will launch in the UK, Europe and the Middle East, though no specific timelines have been announced.
DHX’s move to create location-based entertainment offerings falls in line with its long-term brand-building strategy—and furthers the company’s presence in a booming market already populated by Nickelodeon, Disney and Cartoon Network. The latter recently appointed former Rovio Entertainment exec Eric Lee to serve as the new director of location-based entertainment for Turner Asia Pacific.