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BBC Worldwide and Merlin Entertainments sign new partnership to create CBeebies Land


BBC Worldwide and Merlin Entertainments (Merlin) announced today an exciting new partnership between the two global companies – both of which are at the forefront of the family entertainment business – to create CBeebies Land

CBeebies Land will launch at Alton Towers, the UK’s No. 1 theme park resort, from Spring 2014. The unique experience will be the first of its kind in the UK (and will be Alton Towers’ first and only single-branded area) bringing to life some of the most-loved characters from CBeebies, the nation’s top children’s TV channel.

The planned 5 acre site within Alton Towers Resort will offer plenty of opportunities for little ones to interact with some of their favourite characters and TV shows. CBeebies Land will include rides, immersive play areas, live experiences, character appearances and will be a safe and fun environment for pre-schoolers to play and learn. CBeebies Land will create experiences that inspire children with bright ideas, provide hands-on learning experiences, encourage pre-schoolers to explore and understand more about themselves and put a smile on the face of everyone who visits.

The area will be updated frequently with new content, while a seasonal programme of events will run alongside the main attractions ensuring that no two visits to CBeebies Land will be the same.

Marcus Arthur, Managing Director UK at BBC Worldwide says, “CBeebies Land will be a fun and exciting way for children and adults to immerse themselves in and explore the CBeebies environment and to enjoy their favourite characters. BBC Worldwide is delighted to be working with Merlin, and this very special development at one of Britain’s best loved theme park resorts is a great beginning.”

Mark Fisher, Chief Development Officer at Merlin Entertainments says, “The Alton Towers project is very exciting. Most importantly it is the first project in what we hope will be a very important long term relationship with BBC Worldwide. CBeebies is a perfect fit for Britain’s number one theme park resort, and both BBC Worldwide and ourselves are excited by the chance to add a little extra Merlin ‘magic’ to some of the country’s best loved children’s characters. CBeebies Land will add a different and original element to the already fantastic offering we have for young families, making Alton Towers Resort the ideal destination for both day trips and short breaks.”

Joe Godwin, Director, BBC Children’s added, “I’m really pleased that our youngest audience and their families will get the chance to experience hands-on their favourite CBeebies shows and characters in a safe environment which has all the values and quality they expect from CBeebies. CBeebies has long been the number one TV channel for preschool children and their families, but we also know that these days they want to be able to have days out and happy memories with their favourite characters in the real world as well. Hot on the heels of our hugely popular CBeebies app, CBeebies Land gives families another new way to experience the brand.”


About BBC Worldwide Ltd.

BBC Worldwide Limited is the main commercial arm and a wholly owned subsidiary of the British Broadcasting Corporation (BBC). BBC Worldwide exists to support the BBC public service mission and to maximise profits on its behalf. It does this through investing in, commercialising and showcasing content from the BBC around the world, in a way that is consistent with BBC standards and values. The business also builds the reach and reputation of the BBC brand overseas and champions British creativity.

In 2012/13, BBC Worldwide generated headline profits of £156m and headline sales of £1,116m and returned £156m to the BBC. For more detailed performance information please see our Annual Review website:

About Merlin Entertainment.

MERLIN ENTERTAINMENTS is the leading name in location-based, family entertainment, and has seen the most successful and dynamic growth of any company in the sector over the last five years. Europe’s Number 1 and the world’s second-largest visitor attraction operator, Merlin now operates 99 attractions, eight hotels/three holiday villages in 22 countries and across four continents. The company aims to deliver memorable and rewarding experiences to its 54 million visitors worldwide, through its iconic global and local brands, and the commitment and passion of its managers and more than 22,000 employees.

Among Merlin’s attractions are - SEA LIFE, Madame Tussauds, LEGOLAND, The EDF Energy London Eye, Dungeons, Gardaland, LEGOLAND Discovery Centres, Alton Towers Resort, Warwick Castle, THORPE PARK, Chessington World of Adventures Resort, Blackpool Tower, Heide Park Resort, WILD LIFE Sydney Zoo, Sydney Tower Eye and SKYWALK, Siam Ocean World and Busan Aquarium. All brands which are distinctive, challenging and innovative – and which have great potential for growth in the future. Visit for more information.


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