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LONDON – The BBC's commercial arm has reached a deal with the most-visited U.K. theme park to create a themed area that will feature rides and other offers based on shows and characters of the British public broadcaster's pre-school channel CBeebies.
While financial and creative details weren't disclosed, the Guardian reported that the planned CBeebies Land will include features based on such characters as Postman Pat, as well as Upsy Daisy and Igglepiggle from In The Night Garden.
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The themed area will be part of Alton Towers, a theme park and resort in Alton, England operated by Merlin Entertainments. In 2012, it drew 2.4 million visitors, making it the top U.K. theme park. Merlin also operates such U.K. attractions as Madame Tussauds and Legoland.
The deal with BBC Worldwide is expected to lead to the launch of CBeebies Land in the spring. The companies said the themed area will include rides, "immersive play areas," live experiences, character appearances and seasonal events.
"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 favorite characters," said Marcus Arthur, managing director U.K. at BBC Worldwide.
Joe Godwin, director BBC Children’s, added: "CBeebies has long been the number one TV channel for pre-school 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 favorite characters in the real world as well.”
E-mail: Georg.Szalai@THR.com
Twitter: @georgszalai
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