Sadeq speaks from experience. In 2007, when his park


needed to reposition itself, surveys showed a necessity to re-focus on families with kids. “We knew at that time that the recently-launched


Nickelodeon channel was going to become a major player in the kids market, with SpongeBob as its main IP. The introduction of a 30,000 sq m Nickland in 2007 and its extension in 2008 was key to Movie Park´s success. Within three years visitor numbers increased 44 per cent and our visitor survey confirmed our Nickland as a major ‘reason to visit’.” Meanwhile, over in North America, the Nickelodeon


characters were disappearing from Cedar Fair parks, replaced by the Peanuts gang. Today, nine of the 11 Cedar Fair parks now contain children’s areas themed around the Peanuts crew because, as Lee Alexakos explains, “the brand is highly recognisable and children instantly relate to them.” What’s more, while most IPs used in parks tend to be international or at least nationally known brands, Cedar


Fair has also pioneered what could be called the Regional IP. Its licensing partnership with NASCAR super-star driver Dale Earnhardt, Snr., saw the launch of The Intimidator and The Intimidator 305 coasters at the Carowinds and King’s Dominion parks, both located in the American south, the heart of NASCAR country.


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