eOne Ties Up with Merlin for Peppa Pig Attractions


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

Under the agreement, Merlin and eOne will create fully branded, stand-alone Peppa Pig attractions in multiple formats, and will develop dedicated branded areas within existing Merlin’s Resort Theme Parks. Merlin expects to open in-park areas in two resort theme parks next year, and the first stand-alone attraction will likely launch in 2019.

The deal spans all territories excluding the U.K. Merlin will have exclusive rights for all location-based entertainment formats outside of China, which will be licensed to Merlin on a non-exclusive basis.

Nick Varney, the CEO of Merlin Entertainments, said: “We are extremely excited to be partnering with eOne. Global IP is an important part of our strategic growth and Peppa Pig is an exceptionally strong brand, recognized and loved by families around the world. The rollout of new attractions as part of this deal will further diversify our portfolio—by brand, customer type and geography. Our Merlin Magic Making creative team is already well progressed in working with our partners at eOne to develop these new concepts, which will complement our existing brands and extend our reach into the important preschool market.”

Olivier Dumont, eOne’s president of family and brands, added: “The partnership with Merlin highlights our commitment to bringing Peppa Pig to a global audience so that families around the world will be able to create unforgettable memories based on real-life experiences. Merlin’s commitment is a ringing endorsement for the longevity of the property and these attractions will play a key role in ensuring its future success for generations to come.”