BBC Worldwide and Merlin Entertainment have announced a partnership to create ‘CBeebies Land’ at Alton Towers.
The new area, which will launch in Spring 2014, will be Alton Towers’ first and only branded area and sit on around five acres of land.
The space will include rides, opportunities to interact with characters from the station’s shows, live experiences and an immersive play area for pre-schoolers.
Marcus Arthur managing director UK at BBC Worldwide said: “CBeebies Land will be a fun and exciting way for children and adults to immerse themselves in and explore the CBeebies environment and to enjoy their favourite characters. BBC Worldwide is delighted to be working with Merlin, and this very special development at one of Britain’s best loved theme park resorts is a great beginning.”
Mark Fisher chief development officer at Merlin Entertainments continued: “The Alton Towers project is very exciting. Most importantly it is the first project in what we hope will be a very important long-term relationship with BBC Worldwide. CBeebies is a perfect fit for Britain’s number one theme park resort, and both BBC Worldwide and ourselves are excited by the chance to add a little extra Merlin ‘magic’ to some of the country’s best loved children’s characters. CBeebies Land will add a different and original element to the already fantastic offering we have for young families, making Alton Towers Resort the ideal destination for both day trips and short breaks.”
Joe Godwin director BBC Children’s added, “I’m really pleased that our youngest audience and their families will get the chance to experience hands-on their favourite CBeebies shows and characters in a safe environment which has all the values and quality they expect from CBeebies. CBeebies has long been the number one TV channel for preschool children and their families, but we also know that these days they want to be able to have days out and happy memories with their favourite characters in the real world as well. Hot on the heels of our hugely popular CBeebies app, CBeebies Land gives families another new way to experience the brand.”