World’s First Peppa Pig Indoor Play Centers Set for China, U.S.

Entertainment One (eOne) and Merlin Entertainments are rolling out Peppa Pig World of Play, the brand’s first indoor play centers for kids and families.

The stand-alone indoor attractions will give preschool children the chance to step into the world of Peppa Pig in an immersive play environment featuring family-inclusive activities. The first locations where Peppa Pig World of Play will launch are Shanghai’s LC Mall, set to open its doors in late 2018, and the Grapevine Mills in Dallas/Fort Worth, Texas, targeted to open in early 2019.

Additional Peppa Pig World of Play sites have been secured in Beijing, as well as in Michigan and the New York area in the U.S., which are also planned to open in 2019. With a design concept adaptable to different spaces, children and their families will be immersed in the world of Peppa Pig as they visit ten play areas. Merlin will build and operate the themed attractions under an exclusive multi-territory licensing agreement with eOne.

“Peppa Pig is loved by children and families across the world and we are thrilled that our partnership with Merlin will create the ultimate, fully-immersive Peppa Pig indoor play experience for her many fans,” said Andrew Carley, the executive VP of global licensing for Family & Brands at eOne. “The partnership with Merlin underlines our own long-term strategy of building enduring global success for Peppa Pig and these attractions will play an integral role in making it a favorite preschool property for many years to come.”

Mark Fisher, the chief development officer at Merlin Entertainments, added, “We are very excited about the opening of the world’s first-ever Peppa Pig World of Play in partnership with eOne. Peppa Pig is an exceptionally strong brand, recognized and loved by families around the world, and the global preschool market for location-based entertainment represents a great opportunity for Merlin. The attraction’s flexible design means we are excited about the rollout potential of these attractions, with an initial focus on China and the U.S.”