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ParkWord June 2011
Peppa Pig, Winx Club, Ben 10. This may sound like the line-up to a children’s TV channel, but is in fact a list of some of the new intellectual properties (IP) to be found in European parks this season. In the UK alone, no fewer than three parks have introduced branded attractions with familiar characters from kids’ TV. Read our article “IP UK” starting on page 26. We’ve also got an exclusive set of pictures (see page 24) from Rainbow MagicLand near Rome, an entire park incorporating licenses such as Winx Club and Huntik.
Elsewhere in this issue, you will find news about plans for the first Hello Kitty theme park in China, and of course Disney and Universal boast plenty of pedigree when it comes to integrating IP into themed attractions. What has changed is the realisation by a growing number of licensees of the power parks can provide in delivering tangible experiences that allows guests to engage with the brands in new, memorable ways. For this reason you’d almost expect brand owners to pay parks for the exposure, but as the right IP can deliver big audiences and marketing potential, attraction operators are often asked to part with large amounts of money, sometimes in the form of revenue share deals, for the privilege and must adhere to strict guidelines. And remember, choosing the right IP crucial; what’s hot today might not be by the time it arrives in your park. It’s also important to have some eye on what you’re going to do once the licence period expires to avoid being, as Fun City operator Richard Cadell explains in our feature, ”stuck with all these themed rides you can’t use.” Cadell, who is also owner of Sooty the bear, even urges other park operators to consider buying or creating their own characters, which is exactly what Compagnie des Alpes (CDA) has done with the Walibi mascot at its four parks in Belgium, France and the Netherlands (see page 9). What was once a cuddly kangaroo has been reinvented as star of his own rock band
...coming soon to a TV screen near you, if you live in France or the Benelux. Clearly CDA hopes this will translate into increased awareness for its parks, not to mention the Holy Grail of IP – lucrative merchandise sales.
Owen Ralph - Editor
Editor Owen Ralph (+44 161 438 2934)
parkworld@btopenworld.com
North American Editor Paul Ruben (+1 585 381 1012)
parkw@rochester.rr.com
Contributors this issue Stephen Candy, Rosanne Vandeweerdt
Sales Manager Mark Burgess (+44 1622 699124)
parkworld@datateam.co.uk
Publishing Director Paul Ryder
pryder@datateam.co.uk Managing Director Parvez Kayani
p.kayani@datateam.co.uk Publication Secretary/ Jennifer York (+44 1622 699109) Subscription
parkworld@datateam.co.uk
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JUNE 2011 ISSN: 1462-4796
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