Theme Park, Amusement Park and Attractions Industry News

Branded children’s land for Alton Towers

Alton Towers is to create its first single-branded area. CBeebies Land will launch at the leading British theme park this coming spring as the result of a partnership between BBC Worldwide and operator Merlin Entertainments.

Bringing to life some of the most-loved characters from the UK’s top children’s TV channel, the new 5-acre land comes on the back of other branded attractions introduced in recent years at parks across the country, including Thomas Land at Drayton Manor and Nickelodeon Land at Blackpool Pleasure Beach. Like Peppa Pig World at Paultons Park, CBeebies Land will be pitched at the pre-school market.

The new land will be developed in the area of Alton Towers close to the main entrance that is currently home to Storybook Land and Old Macdonald’s Farmyard. As from next season, young visitors will be able to interact with characters and shows likely to include The Tweenies, Teletubbies and Zingzillas as they enjoy themed rides, immersive play areas and live entertainment. Hands-on learning experiences will encourage pre-schoolers to explore and understand more about themselves and put a smile on the face of everyone who visits.

“The Alton Towers project is very exciting,” says Merlin Entertainments’ chief development officer, Mark Fisher. “Most importantly it is the first project in what we hope will be a very important long term relationship with BBC Worldwide. CBeebies Land will add a different and original element to the already fantastic offering we have for young families, making Alton Towers Resort the ideal destination for both day trips and short breaks.”

Whilst Peppa Pig World has done massive things for the previously relatively unknown Paultons in Hampshire, Alton Towers already enjoys national and international fame. Nevertheless, the new land extends an olive branch to families after the opening this season of The Smiler, the park’s menacing 14-inversion rollercoaster.

CBeebles Land opens in May 2014.

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