London Eye operator brings Peppa Pig to Shanghai

Business | 23 Nov 2018 3:31 pm

Merlin Entertainments, one of the world's leading visitor attraction operators, has unveiled several new brands in Beijing and Shanghai, as part of its continued expansion in the Chinese market.

The British-based company, the owner of the London Eye, Madame Tussauds, and Legoland among others, announced yesterday that it recently extended its Chinese portfolio with the opening of Asia's first Dungeon and Little BIG City attractions, and the inaugural Peppa Pig World of Play. So far it has 11 attractions in China, Xinhua reports.

Shanghai was chosen as the first location for Merlin's new Peppa Pig World of Play, an indoor attraction. The bright and colorful space features 10 play areas, each inspired by instantly recognizable locations from the Peppa Pig TV series. It will be open all year round and extends Merlin's participation in the pre-school market.

The Peppa Pig concept is set to be rolled out in additional locations, with launches planned for Beijing as well as Dallas, Texas next year, according to the company.

Little BIG City Beijing is the second attraction of its kind to be developed, following the successful launch of Little BIG City Berlin last year. The interactive handcrafted miniature attraction takes visitors on a journey through a thousand years of Beijing's history in a day, depicting the city's iconic buildings and streets in startling detail using cutting-edge technology.

The company also announced plans to open a Legoland Discovery Center in Beijing in 2019, alongside its existing Madame Tussauds attraction.

John Jakobsen, Merlin's chief new openings officer, said: "China is an important market for Merlin" as Chinese consumers are seeking a more interactive, immersive and quality entertainment experience.

"It provides great opportunities for us to develop existing attraction concepts, as well as introduce new brands," he added.

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