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Peppa Pig World Putting Paultons in the pink


A general view featuring Peppa’s Balloon Ride


Built at a cost of £6


million ($9.8m/€6.8m), Peppa Pig World is the largest single project undertaken by Paultons


Park in its 27-year history. The new land is home to


a five-year-old talking pig, star of her own cartoon


series and currently one of the hottest pre-school


brands in the UK. Owen Ralph witnesses the birth of Paultons Pork


A


fter two weekends of previews, Peppa Pig World was officially opened to the public on April 9, bringing a whole new world of


colour to this family park near Romsey in Hampshire. Occupying a three-acre (1.2-hectare) site, this new children’s land, aimed at those under 6, accounts for less than 5% of Paultons in terms of size – but its impact is expected to be significantly greater. “We are extremely excited to be opening Peppa Pig


World,” says the park’s commercial director Stephen Lorton. “Paultons has been providing a great day out for families for more than a quarter of a century but the addition of Peppa Pig World is set to enhance the park even further and ensure we become a must visit attraction for all Peppa Pig fans.” Created on the former Paultons Estate by the late


John Mancey, whose son Richard is now managing director, Paultons Park occupies a 65-acre (26.3- hectare) site close to the English south coast and New Forest national park. Pitched at families and children under 14, the park features over 60 rides, attractions, gardens and animal exhibits, including over 80 species of exotic birds. To make way for Peppa Pig, Paultons created new


The Paddling Ducks 30


habitats for its emus and wallabies. Comprising seven key attractions from the German manufacturers Zierer and Metallbau Emmeln, Peppa Pig World is more than just a collection of branded rides, thanks to the richly themed environment created by masterplanner RMA Themed Attractions.


“It was very time consuming to get right,” notes


Lorton, “but right from the start we wanted to make sure that what we were creating matched exactly what children see on TV; the whole immersive experience. The support of Astley Baker Davies and Entertainment One [Peppa Pig creators/licencee] was fantastic.” It’s worth noting that RMA is the same company


that designed Thomas Land at Drayton Manor, the children’s land that propelled the park’s attendance to over one million and awoke other British park operators to the potential of branded attractions featuring child-friendly intellectual property (IP).


Pleased To Squeak You The relationship between Paultons and Peppa Pig goes back around four years, when the park was one of the first to stage “meet and greet” sessions with a Peppa Pig costume character. “This proved popular with our guests and so we


were very aware of the power of the brand,” explains Lorton. “In fact we were very impressed with the whole ethos of the series and it just seemed to sit very comfortably with what we are doing at the rest of the park.” Both Peppa and her brother George have been


developed into walk-about characters for Peppa Pig World by Rainbow Productions, the same company that handled the original live apperaneces and now represents over 100 licensed properties. “When I attended the press preview, Peppa Pig


MAY 2011

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