‘Peter Rabbit’ Burrows into Blackpool with a New Attraction from Merlin Entertainments

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Characters from the animated TV series will make a new home on Blackpool’s seafront next year.

Merlin Entertainments, location-based entertainment provider, has announced a new “Peter Rabbit” TV series attraction that will launch next year. 

Based on the “Peter Rabbit” animated series produced by Silvergate Media, the £1 million ($1,300,800) investment has been 18 months in the making.  

“We are thrilled to be welcoming such an icon to Blackpool,” says Kate Shane, regional director, Merlin Entertainments. “’Peter Rabbit’ is a well-loved household name for young and old and is globally renowned. We are delighted that this new attraction concept will be created here in Blackpool first. We firmly support Blackpool’s overall ambition to be the U.K.’s number one family seaside resort and with such a family-favorite brand joining our Blackpool Cluster of attractions we can’t wait to ‘hop’ to it and get the experience open next year.” 

Developed in partnership with Silvergate Media, Penguin Ventures and Blackpool Council, the attraction is set to open next door to the famous Madame Tussauds Blackpool as part of a new standalone experience. The addition will join Merlin’s six other attractions in Blackpool including The Blackpool Tower and Sea Life Blackpool. 

“This new attraction will be another fabulous addition to Blackpool’s growing portfolio of world-class attractions that are aimed at a family market,” says Cllr Lynn Williams, leader, Blackpool Council. “The creation of a standalone experience featuring one of the world’s best-known children’s characters will provide another compelling reason to visit what we believe is the U.K.’s ultimate family resort.” 

The new concept is the first time Merlin has created a standalone visitor attraction experience based on the animated series. The new experience will provide visitors the opportunity to enter the over-sized world of Peter and his friends to embark on an adventure across five themed zones. Guests will need to complete challenges and earn badges – seeing if they have the skills to join the secret treehouse club. Guests will also be able to meet and greet Peter himself.  

“We’re excited to partner with Merlin Entertainments on a new standalone attraction that brings the animated adventures of Peter Rabbit and his friends to life for families in Blackpool,” says Lisa Macdonald, senior vice president, consumer products and content sales, Silvergate Media. “Harnessing the multi-generational appeal of Peter Rabbit to create a unique brand experience and unforgettable day out will enhance its enduring popularity for generations to come.” 

“Working with Merlin on creating this attraction over the past year, pulling together ideas and new themes from the show and seeing them come to life has been such a thrill,” says Thomas Merrington, creative director live and experiential, Penguin Ventures. “This really will deliver a brand-new experience and I am so excited to see how our young fans will engage with the multiple aspects of this highly interactive play attraction.” 

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