E1 Entertainment has unveiled the first details of Peppa Pig World, a fully branded environment, featuring the world's first Peppa Pig rides.

Peppa Pig World is scheduled to debut in the U.K., beginning Easter 2011 at Paultons Park, a popular family destination located in New Forest, Hampshire. Created in close partnership with Paultons and the show's creators Astley Baker Davies, Peppa Pig World will offer seven themed rides all inspired by the award-winning animated TV series. Rides will feature the Peppa Pig family car, Miss Rabbit's helicopter, Grandpa Pig's train, George's dinosaur, a balloon ride, Danny Dog's car, George's boat and even a ride in the "clouds" around Windy Castle. It will include an area where guests can splish and splash in muddy puddles, as well as Peppa Pig's house, a fully animated attraction where visitors can watch Peppa and her family enjoying breakfast in their hill top home. Along with the themed rides and outdoor play area, Peppa Pig World will also boast the only Peppa Pig-themed indoor play area in the country.

Peppa Pig World will play a significant role in the brand's licensing strategy. Seasons 3 and 4 of the show are currently in development and new episodes are scheduled for delivery in 2011, 2012 and beyond. Plans are also in place for Peppa's 10th anniversary in 2014. The licensor is in talks with high-profile partnerships, such as Paultons to explore new ways of marketing Peppa to consumers while maintaining the brand values central to its appeal.