Peppa Pig Enters Theme Park Arena

LONDON: E1 Entertainment is launching a fully branded entertainment environment, featuring rides, inspired by the Peppa Pig property, to debut in the U.K. from Easter 2011 at Paultons Park in New Forest, Hampshire.

Peppa Pig World will offer seven themed rides inspired by the property. The rides will feature the Peppa Pig family car, Miss Rabbit’s helicopter, Grandpa Pig’s train, George’s dinosaur, a Balloon ride, Danny Dog’s car, George’s boat and a ride in the ‘clouds’ around Windy Castle. Along with the themed rides and an outdoor play area, Peppa Pig World will also have the only Peppa Pig-themed indoor play area in the country.

Hannah Mungo, the licensing manager at E1 Entertainment, said, “We are extremely excited to be working with Paultons on Peppa Pig World. The partnership with Paulton’s will mark Peppa’s first entry into the theme park arena and we are confident that Peppa Pig World will extend the relationship consumers have with the brand beyond the TV show and product range into real-life experiences that will be treasured by families in years to come.”

Andrew Carley, the head of licensing and merchandising at E1 Entertainment, continued, “This is a very exciting time for the brand and offers enormous potential to deliver long-term growth for the property. The development of large-scale events and brand alliances is a key priority for the Peppa Pig licensing program and an integral part of the brand’s future development.”

Steve Lorton, the commercial director for Paultons Park, added, "We are delighted to be working alongside E1 Entertainment in creating the world’s first Peppa Pig World at Paultons Park. There is a great synergy between the Paultons and Peppa Pig brands both in terms of target markets and family values and we are confident that this new addition to the Park’s existing attractions will prove to be a tremendous success. This is by far the largest project the Park has ever undertaken and we are thrilled to have secured an exclusive license with E1 Entertainment for the U.K. and Eire. Paultons Park will be the only place in the U.K. where Peppa Pig fans will be able to enjoy this unique experience and we look forward to welcoming visitors from far and wide when Peppa Pig World opens at Easter 2011."