LICENSING NEWS

Blackpool to welcome new Merlin Entertainments Peter Rabbit attraction

Published on: 26th November 2021

Located next door to Madame Tussauds Blackpool, it’s the first stand-alone Merlin visitor attraction to be based on the Peter Rabbit TV series.

Merlin Entertainments has announced a brand-new, world class, Peter Rabbit TV series attraction which will open on Blackpool’s famous seafront next year.

The £1m investment has been 18 months in the making. Developed in partnership with Silvergate Media, which produces the Peter Rabbit TV series, Penguin Ventures (on behalf of Peter Rabbit brand owners Frederick Warne & Co.) and Blackpool Council, the attraction is set to open next door to the famous Madame Tussauds Blackpool as part of a new standalone experience. The addition will join Merlin’s six other attractions in Blackpool including The Blackpool Tower and Sea Life Blackpool.

The new concept is the first time Merlin has created a stand-alone visitor attraction experience based on the animated series. The experience will give families the opportunity to hop into the over-sized world of Peter and his friends as they embark on an adventure across five themed zones. Guests will need to think like a rabbit, move like a rabbit and deploy rabbit-like senses in order to complete challenges and earn badges, seeing if they have the skills needed to join the secret treehouse club. Guests will also be able to meet, greet and ‘high-paw’ Peter himself.

Kate Shane, regional director for Merlin Entertainments, said: “We are thrilled to be welcoming such an icon to Blackpool. Peter Rabbit is a well-loved household name for young and old and is globally renowned. We are delighted that this new attraction concept will be created here in Blackpool first. We firmly support Blackpool’s overall ambition to be the UK’s No. 1 family seaside resort, and with such a family-favourite brand joining our Blackpool Cluster of attractions we can’t wait to ‘hop to it’ and get the experience open next year.”

Lisa Macdonald, SVP Consumer Products and Content Sales at Silvergate Media, commented: “We’re excited to partner with Merlin Entertainments on a new stand-alone attraction that brings the animated adventures of Peter Rabbit and his friends to life for families in Blackpool. Harnessing the multi-generational appeal of Peter Rabbit to create a unique brand experience and unforgettable day out will enhance its enduring popularity for generations to come.”

Thomas Merrington, creative director Live & Experiential at Penguin Ventures, said: “Working with Merlin on creating this attraction over the past year, pulling together ideas and new themes from the show and seeing them come to life, has been such a thrill. This really will deliver a brand-new experience and I am so excited to see how our young fans will engage with the multiple aspects of this highly interactive play attraction.”

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