Legoland Florida will add another gate in 2022 with the opening of the world's first standalone Peppa Pig theme park, owner Merlin Entertainments announced today.
The new park will take over about five acres of the Legoland parking lot in Winter Haven, Florida and work is already underway. For those of you who haven't had little kids in the house during the past 15 years or so, Peppa Pig is the star of a British cartoon series that's become wildly popular with preschoolers around the world. So popular that toymaker Hasbro bought the company that owns Peppa Pig for US$3.8 billion in 2019.
"As one of the world leaders in location-based entertainment, we are delighted to be creating this first-ever theme park dedicated to the wonderful world of Peppa Pig," Merlin Entertainments Chief Development Officer Mark Fisher said. "We have already had great success with our immersive Peppa Pig World of Play attractions both here in the US and in Asia. Working with our partners at Hasbro, we are excited to be taking the next step in creating this fully immersive theme park, which will bring to life even more of the sights, sounds and experiences that family audiences know and love so much from Peppa's world.
"It’s guaranteed to be a truly memorable day out for families and something to really look forward to visiting."
Merlin did not release a specific attraction line-up for the park, but said that it will feature "multiple rides, interactive attractions, themed playscapes and water play areas - complete with 'muddy puddles' of course - and fun live shows daily."
Here is some concept art with some clues, though.
Yes, Peppa and friends will be on hand for meet and greets. More attraction details will be released this summer, Merlin said. No word yet on admission prices for the new park or a more specific opening date.
* * *
We wanted you to read this article before we make our newsletter pitch, unlike so many other websites. If you appreciate that — and our approach to covering theme park news — please sign up for our free, twice-a-week email newsletter. Thank you.
This will go about as well as Six Flags' Thomas the Tank Engine licenses.
This might work in the UK, but in the US I just don't see this getting much traction, especially with Disney and Sesame Street already in the Orlando market.
Well, worst case scenario occurs and they can use the land as an expansion of Duplo Valley. I'm sure the area would just require a quick retheming.
As someone who has taught little kids before, do not underestimate how popular this pig is with children from Preschool to Kindergarten. There is a reason why Hasbro shelled as much for it as Universal did for DreamWorks Animation
I have never uttered or written these words before now, but here it goes...
Thank God my daughter is a teenager now.
I could not imagine spending time and money listening to that animated family snorting for hours on end again!
I have no idea how successful or popular a theme park dedicated to Peppa Pig will be, although I guess Legoland will have done their financial homework, but I do wonder how they intended to translate a two dimensional pig, whose defining characteristic is that whichever profile you see it has two eyes on the same side of the face, into 3-dimensional characters.....
I'm most curious to know how much they can charge for a 5 acre theme park. That's awfully small.
LOL to TwoBits!
And yeah, Rob, I am fascinated by how they are going to price this. I expect that a lot of rivals will be watching this for guidance on the pre-school family market.
As a land, I'm sure this would be a great idea.
As it's own park, ehhhh?
There already is a Peppa Pig themepark in England, so presumably Merlin couldn't get the English theme park rights as they were already taken, but the American ones were widely available.
Probably gonna make loads of money for Merlin. Plus a second gate will finally transform Legoland Florida into a true full-day theme park.
"Hey Tom Brady, you just won the Super Bowl. What are you going to do next?"
"I'm going to Peppa Pig World!"
Peppa Pig is my absolute favourite children's programme and it is massive in the UK. Their Peppa Pig World at Poultons Park is a favoutite for toddlers and families. How popular Peppa Pig is in the US, I have to take lead from yourselves. As a separate ticketed park, I have to seriously question, as a separate land at Legoland it would be a fabulous addition.
Come on, who doesn't love George Pig? Dinosaur! Dinosaur! Rooooaaaarrr!
There's more to infant's global programming than Mickey Mouse Clubhouse and Sesame Street. The British invasion is coming! Oink! Oink!
Merlin's strategy, right across their global portfolio, is about selling multiple tickets. Their success has been in acquiring and building midway brands, and then exploiting that across bigger resorts and sites.
They don't want you to buy a Peppa Pig World ticket - they want you to buy a Legoland + PPW ticket. That's what you'll see reflected in admission; PPW by itself will seem pretty outrageously priced.
You see a similar trend in their midway clusters, such as their various London attractions or the ICON Park in Orlando. They've got no intention of selling you a $30 ferris wheel ticket or Madame Tussads entry - the whole premise is that you see the "add SeaLife" option and marvel at the good value of *that*.
I think the second gate is not just a multiple ticketing strategy in this case, families with very young kids like reserved areas apart from teenagers. Second, imagine how stressful could be the passenger restictions, with screaming kids willing to access big rides they see at a step distance... PPW offers the solution.
Peppa Pig land is already at several Merlin parks in Europe so its not surprising that they would add this to another Merlin park. Also Orlando gets huge attendance from the UK, and a huge part of Legoloand Florida's attendance is from the UK, so I think its likely that even though they are building this in Florida it's actually being made to draw people from the UK.
Most Americans would be surprised how many regular visitors Orlando gets from the UK, there are tons of people who come from Europe to Orlando for vacations on a regular basis. So its not like a once in a lifetime thing for these people, they could easily add Legoland onto one of their trips to see Peppa Pig land as they look for other things to do from Disney/Universal/Sea World. Remember in the UK they get 5 1/2 weeks for "vacation entitlement" required by the government every year.
Ben Mills makes a good point, and that making this a separate gate is a way to sell multi-attraction tickets like Merlin does with other complexes around the world. Buying a ticket to just the headline attraction of a complex is expensive, but buying a multi-attraction ticket makes far more financial sense. I could foresee Merlin charging $20 or more for guests to buy a single ticket to the Peppa Pig park, but if they combine it with a Legoland admission, it might be just $8-10 extra on top of the cost for a ticket to Legoland.
For me, this is a dangerous trend in attraction design and pricing that forces guests to pay a la carte (the rumors for Epic Universe were that it would be priced in a similar way). Operators should be giving guests complete packages, not multiple individual experiences that have to be bundled together. It defies the notion of a theme park and separates it into multiple themed experiences. It allows designers to be lazy and takes them off the hook to plan and create areas/lands that flow into each other (some of the most difficult work within theme parks). It also allows guests to be lazy and not expand their tolerance to expose themselves to experiences that may be outside of the comfort level.
Micromanagement rarely works, and plays right into the current trends in society to continuously divide and separate instead of bring together and being comprehensive.
Come on who doesn’t love peppa pig? I mean mr bull in the china shop - genius!
My assumption is that this will be treated similar to the way SeaLife Aquarium is treated in California, where it is primarily an add-on for those visiting rather than something designed to attract visitors on its own. In that case, I think it will work fairly well, especially with multi-day visitors. While I don't personally see the appeal of the franchise, for families with kids who are fans of the characters this will be a must do on a Legoland visit, and for the very young set may even be a better fit than the core Legoland park.
Hopefully their budget is bigger than the concept art let's on. Very underwhelming with the 2D theming and off the shelf IAAPA ride specials.
This article has been archived and is no longer accepting comments.
... there is no way that this is actually happening