Nickelodeon and Pleasure Beach, Blackpool, Britain's favorite tourist attraction, have signed a deal to develop the first Nickelodeon-branded attraction in the U.K. Nickelodeon's popular shows and characters will be featured on more than 14 attractions covering 24,281 square metres (6 acres) at Pleasure Beach. Construction on Nickelodeon Land begins this autumn and the grand opening is scheduled for April 2011.

"Pleasure Beach is a first-class amusement park and popular destination for families in the U.K.," says Gerald Raines, senior director, Nickelodeon Theme Parks and Attractions. "This is an ideal location for Nickelodeon and a great opportunity to expand our global presence. We look forward to offering Pleasure Beach patrons experiences that are unique to Nickelodeon and based on fan favorites like SpongeBob SquarePants and Dora the Explorer."

Under the terms of the agreement, Nickelodeon will bring its characters, interactive shows and signature green slime to Pleasure Beach. Nickelodeon Land also will feature new rides, attractions, retail shops, games and food-service establishments themed with Nickelodeon's hit properties, including SpongeBob SquarePants, Dora the Explorer, Fairly Odd Parents and Avatar: The Last Airbender.

Amanda Thompson, managing director of Pleasure Beach, Blackpool, says: "We are delighted to welcome Nickelodeon to Pleasure Beach. Both of our brands represent fantastic family fun and our £10.3 million ($15.9 million) investment in Nickelodeon Land will combine Pleasure Beach's reputation for amazing rides and attractions with Nickelodeon's favorite fun characters to produce a wonderful attraction, which will wow visitors to the park."

Nickelodeon Land at Pleasure Beach will be one of several branded attractions and parks around the world for the kids' network. In addition to Nickelodeon Universe in Minneapolis' Mall of America, Nick Central at Dreamworld Australia and Nickland at Movie Park Germany, there are Nickelodeon attractions at the Universal Studios in Orlando, Fla., and Hollywood, Calif.