A £1m attraction based on Beatrix Potter's Peter Rabbit book series is coming to Blackpool in summer 2022 – and we have all the details.
Beloved characters from the books and award-winning animated TV series are set to make a new home on Blackpool’s famous seafront, next door to the famous Madame Tussauds.
It is the first time Merlin, which already operates Blackpool Tower, the Sea Life Centre and Madame Tussauds in the coastal town, has ever 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, said: “We 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.”
Cllr Lynn Williams, Leader of Blackpool Council, said: “This new attraction will be another fabulous addition to Blackpool’s growing portfolio of world-class attractions that are aimed at a family market.
“The creation of a standalone experience featuring one of the world’s best-known children’s characters will provide another compelling reason to visit what we believe is the UK’s ultimate family resort.”
Lisa Macdonald, SVP Consumer Products and Content Sales at Silvergate Media, said: “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.
“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.”
The council will fund the cost of the scheme by lending the money to Merlin, which will repay the money out of revenue from the attraction, before moving onto a profit sharing scheme with the council.
The Peter Rabbit attraction is the first of a number of new experiences that Merlin will launch as part of their continued investment in Blackpool, including the redevelopment of the Golden Mile Centre on the promenade which was announced last month.
The council bought the Golden Mile Centre in 2010 as part of a £40m deal which also included the Tower and the Winter Gardens.
Since then Merlin has worked with the council to operate the Tower and other attractions including Madame Tussauds and the Blackpool Dungeons.
Investment currently underway on Central Promenade also includes the construction of the Sands Resort Hotel which will include the council-backed Showtown museum, while the £300m Blackpool Central leisure development has also just received planning permission.
Cllr Lynn Williams said: “It is vitally important that Blackpool continues to develop and offer visitors new and different reasons to visit.
“Any new attraction will help the local economy in terms of job creation and increased visitor numbers so should be welcome news for local residents as well.”
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