Kids’ entertainment brand Nickelodeon, owned by Viacom, aims to bring its shows and characters to life with more than 14 attractions at Pleasure Beach. Properties it owns includes Spongebob Squarepants, Dora The Explorer and Avatar: The Last Airbender.
Construction on “Nickelodeon Land” will begin this autumn and the grand opening is scheduled for April of 2011.
UK leisure parks and visitor attractions have seen a boom during the recession. The leading operator, Merlin Entertainment, which owns Alton Towers, Chessington World of Adventure and Sea Life parks, posted a rise in group of revenue of 16.1% for 2009 to £769m.
Gerald Raines, senior director, Nickelodeon Theme Parks and Attractions, says: “Pleasure Beach is a first-class amusement park and popular destination for families in the U.K. This is an ideal location for Nickelodeon and a great opportunity to expand our global presence
Pleasure Beach, Blackpool, will invest £10.3 million in the project. Under the terms of the agreement, Nickelodeon will bring its characters, interactive shows, and signature green slime to Pleasure Beach.
Nickelodeon Land will also feature new rides, attractions, retail shops, games and food service establishments themed with Nickelodeon’s properties.
Nick-branded attractions and parks exist in other territories and more are planned. In addition to Nickelodeon Universe in Minneapolis’ Mall of America there is Nick Central at Dreamworld Australia and Nickland at Movie Park Germany.