Entertainment One (eOne) has partnered with Merlin Entertainments to develop and operate location-based entertainment attractions based on its preschool property Peppa Pig.

The multi-territory agreement will see the visitor attraction operator roll out new formats and themed accommodations featuring fan-favorite characters from the Peppa Pig series. The deal covers all territories excluding the UK, and Merlin will have exclusive rights for all location-based entertainment formats with the exception of China, which will be licensed to Merlin on a non-exclusive basis.

In collaboration with eOne, Merlin will create standalone Peppa Pig-branded attractions and will also develop dedicated branded areas within existing Merlin’s Resort Theme Parks, two of which are expected to open in 2018. (The first standalone attraction will open in 2019.)

The partnership is expected to diversify Merlin’s portfolio by brand, customer type and geography, and will extend its reach into the preschool market. eOne, meanwhile, says the partnership supports its ongoing commitment to bringing Peppa Pig to a global audience.

In September, eOne expanded Peppa Pig World at Paulton’s Park theme park in Hampshire, UK. The expansion includes two new rides as well as a dedicated baby care center and a new catering outlet. The new additions join the existing seven rides at Peppa Pig World, along with the park’s indoor play area, water splash area and the largest dedicated Peppa Pig gift shop in the world. Peppa Pig World first opened within Paulton’s Park in 2011.

These location-based entertainment expansions come as the Peppa Pig brand continues to be a powerhouse for eOne, with total retail sales of US$1.2 billion in fiscal 2017 (up from US$1.1 billion in 2016) and licensing and merchandising revenue of US$59.3 million.