Merlin Entertainments opens children’s immersive indoor attraction in Shanghai 

Merlin Entertainments, the biggest owner of visitor attractions in Australia and New Zealand and one of the world's leading visitor attraction operators, has now extended its Chinese portfolio with the opening of Shanghai’s Peppa Pig World of Play, a unique indoor attraction. 

As reported by Travel Trends in October last year, Divisional Director, Rob Smith considered Merlin’s local growth to be largely predicated on the health of Asian inbound tourism market, in particular from India and China.

Shanghai’s Peppa Pig World of Play now offers a unique indoor attraction. The bright and colourful space features ten play areas, each inspired by instantly recognisable locations from the Peppa Pig TV series.

There is also a screening theater to enjoy episode screenings, a dedicated Peppa Pig World of Play gift shop, story times and arts and craft sessions alongside facilities for families to eat, relax and play. 

Yuna Wang, Manager of Shanghai Peppa Pig World of Play , commented "we’re delighted to have officially opened the doors to our Peppa Pig World of Play in Shanghai and it’s a pleasure to see the smiles on childrens’ faces as they step into the world of Peppa Pig.

“Peppa Pig World of Play is a play centre like no other and has been carefully designed to bring to life the magical and much-loved world of Peppa Pig. The attraction is packed full of activities that will provide our youngest of visitors with a truly memorable first experience of location-based entertainment and we are confident that it will soon become a must-visit destination for families in and around Shanghai.”

Steve Blackburn, Merlin Entertainments New Brand Global Operation Head added, “following the launch of the inaugural play centre in Shanghai, further Peppa Pig World of Play launches will follow closely behind in Dallas and Beijing over the next two years.”

Peppa Pig World of Play, Shanghai will be open all year round and extends Merlin's participation in the pre-school market.

John Jakobsen, Merlin's Chief New Openings Officer, concluded "China is an important market for Merlin as Chinese consumers are seeking a more interactive, immersive and quality entertainment experience.

"It provides great opportunities for us to develop existing attraction concepts, as well as introduce new brands."