Paultons hits new heights with Peppa Pig World
The UK’s Paultons Park has enjoyed a hugely successful 2011 following the introduction of Peppa Pig World at the start of the season. Here InterPark Editor Andrew Mellor takes a look at the development of the new area with those behind its creation
to be exceptional, with guests coming to the park from throughout the UK and even abroad. “It’s certainly a national, if not an international attraction,”
Mancey added. Representing a £5m investment, Peppa Pig World has its
NEVER before has the use of intellectual property been so prevalent within the theme park industry and as parks move to pick up on the latest or most popular brands, each year we are seeing new attractions and whole ‘lands,’ ‘worlds’ and more being created via the inspiration of a popular IP. Without question one of the most significant recent
additions to the fold is Peppa Pig World at Paultons Park in southern England. Superbly and accurately themed on the TV show phenomena aimed at the pre-school age group, this new area of the park, which covers three acres of what was previously an off show animal breeding area and paddock, was an instant hit when it opened at the beginning of the 2011 season and has been pulling in the crowds ever since. “It’s been hugely popular,” commented Paultons
Managing Director Richard Mancey. “We’ve had very good reports from all quarters and it’s been extremely busy.” Indeed over the Easter holidays shortly after opening record crowds were achieved on some days such is the draw of the brand, while the visitor pull has also proved
26 InterPark September–October 2011
roots in the Peppa Pig character meet and greet events that Paultons held for a few years prior to the opening of the dedicated themed area. “These were very popular,” explained Mancey, “and we
decided that we wanted to do something a bit different and unique. We thought about doing a couple of rides and a themed area and the idea grew from there during our discussions with the licence holder Entertainment One (E One).” Inevitably, comparisons have been made with the
massively successful Thomas Land at Drayton Manor Theme Park, also in the UK, where the introduction of a completely dedicated themed ‘land’ based on the Thomas and Friends IP resulted in a huge increase in visitor numbers, not to mention the boost it gave to other aspects of the operation such as retail and F&B. Like Thomas Land, Peppa Pig World was designed by UK company RMA Themed Attractions who have done an exquisite job of bringing what is a fairly basically drawn cartoon to life. RMA’s work has been complemented by a selection of rides and attractions, the majority of which were
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