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IPUK “ We were


up a fair bit even before we opened Secret Garden, but Hello Kitty has certainly helped secondary spend and we are selling a lot more merchandise now Christine Smith


Hello Kitty Secret Garden Drusillas Park


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here is not an inch or centimetre of wasted space at Drusillas Park, East Sussex. Located amidst the stunning scenery of the South Downs, between the seaside resorts of Brighton and Eastbourne, the animal park covers an area of just 15 acres (6 hectares). As such its exhibits are much more concentrated than larger zoos, yet for families with young children (most that visit are under 11), it’s the perfect day out – plenty to see, without too much walking. Perhaps it’s no coincidence that it’s been referred to as the UK’s best small zoo. So how on earth did they find room for a “secret” garden to accompany Hello Kitty and her friends? Featuring theming by the British companies Meticulous and RMA Themed Attractions, who previously worked on Drusilla’s Eden’s Eye interactive maze and Thomas & Friends railway, Hello Kitty Secret Garden replaces a Jungle-themed adventure golf course. Something had to go to make room, and despite the fact it brought in a limited amount of secondary spend, it was felt the 18-hole course no longer offered anything special when such attractions


T


are now so commonplace in tourist spots up and down the country.


The new look area now features three attractions – the Hello Kitty Car Ride by Metallbau Emmeln, a Zamperla Tea Cup Ride and, from the same manufacturer, the Hello Kitty Hopper mini tower ride. There’s also a Hello Kitty House and Parlour, where face painting, temporary tattoos and a range of hair accessories are for sale to Hello Kitty fans.


Hello Thomas It was in 2006 that Laurence and Christine Smith, the husband and wife team who own the park, first began thinking about working with an external intellectual property provider after meeting industry veteran Teri Ruffley, who happened to live in the same town as the couple. Working at the time for HIT Entertainment (now with Forrec), she was looking for opportunities to exploit the company’s kid-friendly brands within the theme park market.


“Initially we talked about doing a Pingu-themed play area,” recalls Laurence, “but Teri knew that we already


When Thomas pulled into Drayton Manor in 2008, he didn’t know what he’d started. That’s because, despite the smiling face, he is in fact a steam train and not a person. But the rest of the UK parks and attractions industry watched with interest and following the debut of Thomas Land, new branded lands followed incorporating a host of kid-friendly intellectual properties (IP), from Peppa Pig World to Nickelodeon. Of course the trend is not confined to the country, but in a season when three new branded lands have opened on British shores, Park World turns its attention again to “IP UK”. We start with a small park near the south coast, where Thomas has alreday been entertaining families since 2007.


JULY 2014


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