Storybook Land

What Storybook Land does

Storybook Land is a family-owned children's theme park in Egg Harbor Township, New Jersey, founded in 1955 and operating continuously under the founding Fricano family for 71 years. The park targets families with young children, specifically the under-8 demographic, with 19 rides and a portfolio of themed storybook attractions designed around fairytale and nursery-rhyme IP. The footprint is anchored at a single seasonal location, with operations concentrated in the warmer months and extended through three ticketed seasonal events: Easter, Halloween, and Christmas (the latter operating for 40 years and featuring over one million lights).

The business operates a multi-segment revenue model with five distinct streams: (1) general admission at $42.95 online and $45.95 at the gate; (2) season passes priced at $199.99 in 2025 and $225 in 2026; (3) birthday party packages starting at $1,725; (4) food and beverage across four on-site dining venues; and (5) retail and gift shop sales, supplemented by ticketed holiday events. Distribution is direct-to-consumer through on-site sales and online ticketing, with additional volume from school field-trip group bookings, birthday party pre-bookings, and partnerships with local hotels designed to extend visitor dwell from the regional Philadelphia / South Jersey / Jersey Shore trade area.

The asset base is physical and location-bound — rides, themed sets, lighting installations, and food-service infrastructure — with no disclosed proprietary technology platform. Digital touchpoints are limited to online ticket purchasing, online gift card redemption, and standard e-commerce; there is no evidence of a digital product, app, or membership software platform distinct from the physical park. Capital intensity is high in rides and seasonal theming, while the go-to-market is geographically constrained to drive-in regional visitation rather than national or international reach.

Name

Storybook Land

Legal name

Storybook Land

Website

https://storybookland.com

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

11–50 employees

Short description

Storybook Land is a family-owned children's theme park in Egg Harbor Township, NJ, operating since 1955 under the founding Fricano family. It operates 19 rides and themed storybook attractions targeting families with young children, generating revenue from admissions, season passes, birthday parties, on-site dining, and seasonal holiday events.

Ownership category

akta.pro rank

Product category

Children's Theme Park

NAICS

Amusement and Theme Parks (71311)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Amusement Parks & Theme Parks (THAAAAAA)

akta.pro secondary industry

Educational & Edutainment Parks (Science/Discovery/Children’s Parks) (THAJAEAG)

Keywords

• Children's theme park
• Family amusement park
• Season passes
• Birthday party packages
• Group field trips

Headquarters

HQ city

Egg Harbor Township

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales

Revenue model

1. General Admission Tickets: One-time admission tickets providing access to all rides and attractions. Tickets sold online at discounted rate or at the door at full price. Children under 2 are free.
2. Season Passes: Annual passes granting unlimited visits from spring through December, access to all special ticketed events, 15% discount on food/beverage and gift shop purchases, and discounted guest tickets. Price includes NJ sales tax.
3. Birthday Party Packages: All-inclusive party packages at $1,725 including tax. Available select days April through October. Includes private party area, decorations, and coordination.
4. Food and Beverage: On-site dining at multiple venues including The Gingerbread House Snack Bar, The Dining Depot, Caboose Cafe, and The Watering Can. Includes kid's meals, pizzas, sandwiches, ice cream, and seasonal treats.
5. Special Ticketed Events: Separate admission required for special events including Easter at Storybook Land, Fall into Fun Festival with Trick or Treating, and Christmas Fantasy with Lights. These events have limited capacity and require advance online purchase.
6. Retail/Gift Shop: Castle Gift Shop selling souvenirs, emergency supplies (diapers, clothing), and memorabilia.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Storybook Land is a family-owned children's theme park operating 19 rides and dozens of storybook-themed attractions in Egg Harbor Township, NJ. The park sells general admission tickets, annual season passes, birthday party packages, and group/field trip bookings, supplemented by seasonal special ticketed events (Easter, Halloween, Christmas Fantasy with Lights) and on-site dining and gift shop revenue.

Product overview

Storybook Land is a family-owned children's theme park operated by the Fricano family since 1955. The park operates on a single unified product model centered around its core attraction: a 19-ride children's theme park in Egg Harbor Township, NJ. The portfolio consists of general admission tickets and season passes as the primary revenue products, supplemented by special ticketed seasonal events (Easter, Halloween, Christmas Fantasy with Lights), birthday party packages, and group field trip bookings. On-site amenities include four dining outlets (Gingerbread House Snack Bar, Dining Depot, Caboose Cafe, and The Watering Can), a water play area (Storybook Seaport), and gift shop. Accessibility services include Assisted Access Passes and Designated Quiet Zones. All attractions, rides, and food services are included in the base admission price, with special events requiring additional ticket purchase.

Differentiator

Problem solved

Functional benefit

Products and services

• Theme Park General Admission One-time day passes providing access to all 19 rides and storybook-themed attractions. Online tickets are $42.95 including tax per person for ages 2-64; gate tickets are $45.95. Children under 2 are free, seniors 65+ are $39.95, and active/retired military and veterans are $39.95 with valid ID.
• Season Passes Annual passes granting unlimited visits from March through December, access to all Special Ticketed Events, 15% discount on food and beverage and gift shop purchases, and discounted guest tickets. 2026 Season Passes are $225.00 including tax per pass (child or adult).
• Birthday Party Packages All-inclusive private children's birthday party packages at $1,725 including tax, available select days April 11 through October 10. Includes private party area, decorations (table covers, balloons, festive tableware), and on-site coordination. Party guests must be on a pre-provided guest list for admission.
• Group and Field Trip Bookings Organized group bookings for public/private schools, daycares, church organizations, scouts, and camps. Group rates require a minimum of 30 guests and are available on select days in May, June, and October. Reservations are required and booked directly through the park.
• Special Ticketed Events Seasonal events requiring separate ticket purchase beyond general admission: Easter at Storybook Land (egg hunt and Easter Bunny visit), Fall into Fun Festival with hayrides and pumpkin patch, Trick or Treating weekends, Christmas Fantasy with Lights (over 1 million lights display), Christmas in July, and Fire Truck and Emergency Vehicle Show. Limited capacity with advance online purchase required.
• Gift Cards Gift cards purchasable online anytime and at the park during operating hours. Valid for park admission or season passes at the gate, food and beverage items, and retail items; can also be used for online purchases.
• Cinderoller Coaster

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Local Lodging Partners (Hampton Inn, Homewood Suites, Residence Inn, Seaview Dolce Hotel, Château Renault, Sonesta Essential, Holiday Inn Express)minorOthersStorybook Land recommends local hotels and campgrounds to visitors traveling from outside the area. Partner properties include Hampton Inn Egg Harbor Township (3 miles), Homewood Suites by Hilton (3 miles), Residence Inn Atlantic City Airport (3 miles), Seaview Dolce Hotel (9 miles), Château Renault (12 miles), Sonesta Essential Atlantic City West, and Holiday Inn Express West Atlantic City. Camping options include Country Oaks Campground, Pleasant Valley Family Campground, Colonial Meadows Family Campground, Winding River Campground, Sleepy Hollow Campground, Whippoorwill Campground, and Mays Landing RV Resort.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Idlewild & SoakZone: Historic family amusement park in Ligonier, PA founded in 1878, featuring rides and attractions for young children and families. Comparable as a long-running, family-focused regional amusement park in the Mid-Atlantic/Northeast US.
• Dutch Wonderland: Family-owned theme park in Lancaster, PA aimed at young children with rides, shows, and themed attractions. Highly comparable in target demographic (young children), regional mid-Atlantic location, and family-operated positioning.
• Santa Cruz Beach Boardwalk: Historic family amusement park on the Santa Cruz, CA boardwalk, operating since 1907 with rides and attractions for children and families. Comparable as a multi-generational, family-oriented regional amusement park with seasonal operation.
• Santa's Village (Jefferson, NH): Family-owned Christmas-themed amusement park in Jefferson, NH with rides designed for young children and a strong holiday-event identity. Comparable as a regional family park with storybook/seasonal theming and a young-child demographic.
• Adventureland (Long Island): Family-owned amusement park in Farmingdale, NY featuring rides for young children and families. Comparable as a regional Northeast family amusement park with a similar mix of rides, events, and birthday party offerings.
• Knoebels Amusement Resort: Family-owned, free-admission pay-per-ride amusement park in Elysburg, PA. Comparable as a long-tenured, family-operated regional amusement park serving Mid-Atlantic family visitors with rides and attractions for all ages.
• Sesame Place: Themed children's amusement park in Langhorne, PA based on Sesame Street IP, with rides, water park, and character experiences for young children. Comparable in age demographic (1–8) and Mid-Atlantic market, though operated by a larger parent (SeaWorld Entertainment).
• Holiday World & Splashin' Safari: Family-owned theme park and water park in Santa Claus, IN themed around Christmas, Halloween, Thanksgiving, and the 4th of July. Comparable as a long-running family-operated park whose signature is multiple stacked, separately ticketed holiday events.

Broad incumbents

• Six Flags Great Adventure: Major regional theme park in Jackson, NJ (the same state as Storybook Land) operated by Six Flags Entertainment Corporation. Comparable in geographic market (New Jersey families) but addresses a broader demographic with thrill rides rather than the under-8 focus.
• Legoland New York Resort: Large-scale Legoland theme park in Goshen, NY targeting families with children ages 2–12. Operates in the same Northeast corridor as Storybook Land with comparable age demographic, though at materially larger scale and under Merlin Entertainments ownership.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/storybook_land
• LinkedInlinkedin.com/company/storybook-land-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Storybook Land