Merlin Entertainments Announces Europe’s First Standalone Peppa Pig Theme Park

Merlin Entertainments has announced a new Peppa Pig Park will open in 2024 at the LEGOLAND Deutschland Resort in Germany. The attraction will be Europe’s first independent Peppa Pig Park and will open in Günzburg, Bavaria, in time for the 20th anniversary of the Peppa Pig brand. The collaboration builds on Merlin’s successful relationship with Hasbro, which includes a further Peppa Pig Theme Park set to open in North Richland Hills, Texas, and the already successful Peppa Pig Theme Park in Florida. 

The Günzburg theme park, set to open right next to Merlin’s LEGOLAND Deutschland Resort, will feature a mix of attractions, including multiple rides, interactive features, themed playscapes and shows, all based on locations from the brand. Families will meet Peppa and her friends as they snort, giggle and play, making this an enjoyable first theme park experience for preschool children. 

“Together as a family, kids and their parents can visit the theme park and create everlasting memories with Peppa,” says Manuela Stone, divisional director, LEGOLAND Deutschland. “Analogous to the Peppa children’s series, the park is conceived and designed around the needs and abilities of preschool children. With the opening, we are thus also offering the young target group their own rides and the opportunity to get to know the world of family theme parks step by step.” 

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“At Merlin Entertainments, we are dedicated to creating experiences that bring joy, stimulate learning and imagination and produce engaging, lasting memories for guests of every age and ability,” says Scott O’Neil, chief executive officer, Merlin Entertainments. “We are inspired to bring the magic of Peppa Pig to Günzburg, which will be our first Peppa Pig Park within mainland Europe. Located at LEGOLAND Deutschland Resort, the new theme park will be perfect for families visiting the popular resort and will expand our entertainment offerings across Germany. This new Peppa Pig Theme Park builds on the incredible success of Peppa Pig Theme Park in Florida and Peppa Pig World of Play locations spanning across the globe from Texas to Shanghai. We look forward to continuing to celebrate our dynamic partnership with Hasbro by creating more opportunities and bringing phenomenal brands like Peppa Pig to life through our attractions.” 

“The success of the first Peppa Pig Theme Park has been phenomenal, and we are excited to embark on the journey again with our friends at Merlin to bring the first Peppa Pig Park to our fans and families in Europe and expand the reach of this immersive experience,” says Matt Proulx, vice president, location-based entertainment, Hasbro. “Adding another Peppa Pig Theme Park location furthers our Blueprint 2.0 strategy of offering more meaningful ways for families to engage with our brands. We have so much in store for Peppa’s big anniversary year in 2024 and cannot wait for guests of all ages visiting Bavaria to create lifelong memories with Peppa and her friends.” 

Join Matt Proulx and David Hutchinson, chief executive officer, The Path Entertainment Group, as they take the stage at Brand Licensing Europe on Wednesday, Oct. 4 to co-present “Passing GO: Bringing the world’s #1 board game to life.”