Peter Rabbit™ burrows into Blackpool with a new £1 million attraction from Merlin Entertainments

Dec 07, 2021

Beloved characters from the award-winning PETER RABBIT™ animated TV series are set to make a new home on Blackpool’s famous seafront next year in a partnership that marks the first stand-alone Merlin visitor attraction to be based on the series.

LONDON 7 DECEMBER 2021: Merlin Entertainments (“Merlin” or “the Company”), a global leader in location-based entertainment, has announced a brand-new, world class, PETER RABBIT™ attraction based on the TV series which will launch on Blackpool’s famous seafront next year.

Based on the much-loved PETER RABBIT animated television series produced by Silvergate Media, the £1 million investment has been 18 months in the making. Developed in partnership with Silvergate Media, Penguin Ventures (on behalf of PETER RABBIT™ brand owners Frederick Warne & Co.) and Blackpool Council, the attraction is set to open next door to the famous Madame Tussauds Blackpool as part of a new standalone experience, the addition will join Merlin’s six other attractions in Blackpool including The Blackpool Tower and SEA LIFE Blackpool.

The brand-new concept is the first time Merlin has created a stand-alone visitor attraction experience based on the series.

The new experience will provide the opportunity to hop into the over-sized world of Peter and his friends to embark on an adventure across five fluffy-tailed themed zones. Guests will need to think like a rabbit, move like a rabbit and deploy rabbit-like senses with a whole burrow-full of creativity in order to complete the challenges and earn badges – seeing if they have the skills to join the secret treehouse club!

Guests will also be able to meet, greet and ‘high-paw’ with Peter himself – making the experience a bumper bunny day out!

Kate Shane, Regional Director for Merlin Entertainments, saidWe are thrilled to be welcoming such an icon to Blackpool! Peter Rabbit is a well-loved household name for young and old and is globally renowned. We are delighted that this new attraction concept will be created here in Blackpool first. We firmly support Blackpool’s overall ambition to be the UK’s number one family seaside resort and with such a family-favourite brand joining our Blackpool Cluster of attractions we can’t wait to ‘hop’ to it and get the experience open next year.”

 “We’re excited to partner with Merlin Entertainments on a new stand-alone attraction that brings the animated adventures of Peter Rabbit and his friends to life for families in Blackpool,” said Lisa Macdonald SVP Consumer Products and Content Sales at Silvergate Media. “Harnessing the multi-generational appeal of Peter Rabbit to create a unique brand experience and unforgettable day out will enhance its enduring popularity for generations to come.”

Thomas Merrington, Creative Director Live & Experiential at Penguin Ventures said, “Working with Merlin on creating this attraction over the past year, pulling together ideas and new themes from the show and seeing them come to life has been such a thrill. This really will deliver a brand new experience and I am so excited to see how our young fans will engage with the multiple aspects of this highly interactive play attraction”

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Peter Rabbit Blackpool Attraction Merlin EntertainmentSilvergate Media

© Frederick Warne & Co Limited and Silvergate PPL Limited, 2021. Based on the works of Beatrix Potter. PETER RABBIT and BEATRIX POTTER are trademarks of Fredrick Warne and Co. All rights reserved.