Beloved characters like the Gruffalo, Zog and the Highway Rat are heading to a new seafront attraction in Blackpool this May. Taking a trip to through the deep dark wood, Princess Pearl’s castle and more, guests at ‘The Gruffalo and Friends Clubhouse' will embark on a magical 3D adventure of discovery and play.
The £2.3m investment featuring Julia Donaldson and Axel Scheffler's much-loved characters has been 18 months in the making by Merlin Entertainments. Developed in partnership with Magic Light and Blackpool Council, the attraction is set to open next door to SEA LIFE Blackpool.
It will offer play suitable for children under 10, with a toddler area specifically for those under three. Its play zones are inspired by The Gruffalo, The Gruffalo’s Child, Zog, The Snail and the Whale, Room on the Broom and The Highway Rat.
Kate Shane, regional director for Merlin Entertainments, said: “We are incredibly excited to bring some of the UK’s best loved children’s characters to Blackpool. Blackpool is the UK’s number one family seaside resort and this latest partnership with a globally recognised brand will provide compelling new reasons for visitors to come to Blackpool.
“The Gruffalo and other characters from the world of Julia Donaldson and Axel Scheffler will be amongst brilliant company alongside our already strong cluster of family attractions on the resort, delivered with Merlin’s world-class guest experience. This significant investment further supports Merlin’s strategic growth plans, bringing further jobs and economic benefit to the local community and wider region.”
Cllr Lynn Williams, leader of Blackpool Council, said: “Blackpool already has the biggest portfolio of branded attractions outside London and the addition of this world-class family attraction will strengthen that position. The family audience is key to Blackpool’s tourism growth strategy and we are delighted to be working in partnership with Merlin Entertainments to deliver something that will truly resonate with that audience, as well as providing new jobs for local people and economic growth to our town.”
And Alex Sanson, senior brand manager at Magic Light Pictures, said: “The Gruffalo and Friends Clubhouse will be the first of its kind and we can’t wait to see this amazing space, full of play and adventure, come to life. Merlin Entertainments have done brilliant work with The Gruffalo and Room on the Broom at Chessington; as well as with Zog at Warwick Castle. We can’t wait to see what the Clubhouse will bring to Blackpool, and to the stories that we love.”
