Silvergate Media has partnered with location-based entertainment company Merlin Entertainments to launch the preschool brand Octonauts in Merlin’s Shanghai-based Chang Feng Ocean World aquarium.
One of the aquariums in Merlin’s Sea Life chain, Chang Feng Ocean World will launch a new attraction featuring on-brand areas, and the show’s characters, in June. There will also be a gift shop selling the property’s merchandise. The two companies have previously partnered on Sea Life-based attractions in the UK, Europe, Australia and the US, with new activations to be announced this year, according to Silvergate. This is going to be the brand’s biggest attraction worldwide, according to the prodco.
A flagship series for the prodco, Octonauts is about a team of adventurers who explore the world’s oceans, rescue and protect aquatic creatures. The London-based prodco is launching the show’s sixth season in 2020. Sony Pictures Television acquired Silvergate, the studio behind Hilda and the animated Peter Rabbit series, this past December for US$195 million, in a bid to expand into the children’s market.
Merlin has been submerging other brands into Sea Life recently, with the location-based entertainment company partnering with eOne last month to bring its PJ Masks brand to 12 of its aquariums internationally. Sea Life locations have been a big driver for Merlin in the past year, according to its 2019 interim financial report for the 26 weeks ended June 2019. The operator reported the attraction’s revenue grew to US$425 million, up from US$390 million compared to the same period last year. The numbers across all of its attractions has also climbed in the last year to 30.8 million, up from 29.9 million the year before, indicating a growing demand for live and location experiences.