Branded Attractions parkworld-online.com


Numtums Number-Go-Round


Alton Towers may be relatively late to the party compared to other British parks when it comes to opening a branded kids area, but the Merlin Entertainments-operated property in Staffordshire is more than making up for lost time


CBeebies Land Alton Towers Resort


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In the Night Garden Magical Boat Ride


Beebies Land, which opened on 24 May, features no fewer than 10 individual licensed intellectual properties. The new look 5-acre (20,000 sq m) area replaces Storybook Land and Old Macdonald’s Farmyard towards the bottom of Towers Street, making access for parents and kids. Although it features most of the same attractions that occupied the two children’s areas that preceded it, the transformation is significant, with Merlin investing as much as £9 million ($15.5m/€11.3m) to bring to life several popular CBeebies brands for the first time in theme park form.


Those outside the UK might be interested to know that CBeebies is the BBC’s dedicated pre-school children’s television channel. “We worked extremely closely with BBC Worldwide [the organisation’s commercial arm] to ensure that the core values of CBeebies are reflected in the land,” explains Alton


Justin’s House Pie-O-Matic Factory 34


The all-important CBeebies merchandise store


Stroller city! JULY 2014


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