Entertainment One (eOne) is partnering with Merlin Entertainments to launch the first-ever Peppa Pig World of Play. The first locations for the standalone indoor play attraction will launch at LC Mall in Shanghai later this year, and at Grapevine Mills in Texas in early 2019.
Additional Peppa Pig World of Play attractions are set to launch in China (Beijing) and the US (Michigan and New York) later in 2019.
Merlin Entertainments will build and operate the themed attractions under an exclusive multi-territory licensing agreement. In October, eOne inked a deal with Merlin Entertainments that would see the visitor attraction operator roll out new formats and themed accommodations featuring fan-favorite characters from the Peppa Pig series. In addition to creating standalone Peppa Pig-branded attractions, Merlin will also develop dedicated branded areas within existing Merlin’s Resort Theme Parks.
The Peppa Pig World of Play sites will feature 10 play spaces for preschool children and their families, and a design concept that is adaptable to fit different locations.
The launch of the first Peppa-themed indoor play attractions comes as eOne continues to grow the brand’s global reach through location-based extensions. In September, the company expanded the Peppa Pig World attraction at Paultons Park theme park in Hampshire, UK, with two new rides.
Peppa Pig contributed to the US$184.4 million in revenue for eOne’s Family and Brands business in fiscal 2017 (an increase of 56% compared to the year before). Licensing programs for the brand have recently kicked off in India, Hong Kong, Korea, Singapore, Thailand, the Philippines, Taiwan, Vietnam, Mongolia and Mainland China.