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Fox Greenlights Ice Age Attraction

Twentieth Century Fox Consumer Products has teamed with SimEx-Iwerks and Merlin Entertainments for an immersive Ice Age attraction featuring Ice Age Dawn of the Dinosaurs–The 4-D Experience, based on the $4 billion franchise.

The attraction will debut in March at Merlin’s theme park resorts, Alton Towers in the U.K. and Gardaland in Italy. In addition to the 4D experience, the attractions will include a gift shop with licensed products as well as Ice Age themed bedrooms within the Alton Towers theme park’s Splash Landings Hotel.

“Our partnership with Merlin, the world’s No. 2 and Europe’s No. 1 operator, is a wonderful opportunity for the Ice Age franchise and a strong cornerstone for our strategy to develop location based entertainment opportunities that will deeply connect consumers with our brands through immersive experiences," says Robert Marick, executive vice president of Fox Consumer Products. "The planned attractions and live events also create all-new incremental merchandising opportunities and sales for all of our partners.”

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