Peppa Pig Theme Park

What Peppa Pig Theme Park does

Peppa Pig Theme Park is a chain of standalone physical theme parks designed exclusively for preschoolers and young children aged 2-5, operated by Merlin Entertainments under license from Hasbro (which controls the Peppa Pig intellectual property following its 2023 acquisition of Entertainment One). The parks deliver age-appropriate entertainment through gentle rides (e.g., Daddy Pig's Roller Coaster, Grampy Rabbit's Dinosaur Adventure, Peppa Pig's Balloon Ride), themed play areas (Muddy Puddles Splash Pad, treehouses, sand play), live character shows, character meet-and-greets, and on-site dining and retail (Miss Rabbit's Diner, Mr. Fox's Shop). Two U.S. parks are operating — Peppa Pig Theme Park Florida in Winter Haven (opened 2022, co-located with LEGOLAND Florida Resort) and Peppa Pig Theme Park Dallas-Fort Worth in North Richland Hills, Texas (opened 2023, approximately 14 acres) — alongside a European location in Günzburg, Germany, operated within Merlin's attractions portfolio. The core technology is physical attraction infrastructure (rides, splash pads, stages, themed environments) with supporting digital touchpoints including a mobile app, mobile food ordering, and online ticketing.

The business model is direct-to-consumer, multi-stream. Revenue is generated through day tickets (Florida from $34 online up to $69 front gate; DFW from $24), tiered Annual Passes (Silver, Gold, Elite starting at $189) with multi-attraction access including LEGOLAND Florida, Water Park, and SEA LIFE, vacation packages bundling LEGOLAND hotel stays from $161/person/night, birthday party packages from $45/person, on-site food and beverage, and merchandise. Distribution is primarily via the brand website, on-site box office, and group sales to schools, daycares, and youth organizations. Go-to-market emphasizes social media (Facebook, Instagram, Twitter), email newsletters, seasonal promotions, and multi-park bundling with LEGOLAND Florida Resort. The customer base spans individual families with toddlers, Florida/Georgia resident vacationers, school and daycare groups, and birthday party hosts.

Name

Peppa Pig Theme Park

Legal name

Merlin Entertainments Group Florida, LLC

Website

https://peppapigthemepark.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Peppa Pig Theme Park is a chain of standalone physical theme parks designed for toddlers and preschoolers (ages 2-5), operated by Merlin Entertainments under license from Hasbro across locations in Florida, Texas, and Germany.

Ownership category

akta.pro rank

Product category

Family Theme Park Attractions

NAICS

Amusement and Theme Parks (713110)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Amusement Parks & Theme Parks (THAAAAAA)

akta.pro secondary industries

Amusement Parks (Regional/Local Ride Parks & Funfairs) (THAJAEAD), Aquatic Playgrounds & Splash Pads (Spray Parks, Kids’ Water Play) (THAAABAE)

Keywords

• Family theme park
• Preschooler attractions
• Character meet and greets
• Theme park tickets
• Vacation packages

Headquarters

HQ city

North Richland Hills

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Infrastructure, Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Theme Park Admission: Day tickets and annual passes for theme park entry. Single park tickets and multi-park combination tickets including LEGOLAND Florida. Pricing varies by season with online discounts up to 50%.
2. Vacation Packages: Bundled hotel + ticket packages with on-site LEGOLAND Florida hotels. Kids Stay & Play FREE promotions. Florida/Georgia resident discounts. Book 2 nights get 1 free offers.
3. Birthday Parties: On-site birthday party celebrations at Miss Rabbit's Diner with park admission, dedicated party space, pizza, drinks, party favors, and dedicated host. Additional add-ons include puddings, extra pizza, and mystery gift boxes.
4. Food & Beverage: On-site dining at Miss Rabbit's Diner with mobile ordering via website. Kid-friendly meals, snacks, and Peppa-themed treats.
5. Merchandise: On-site shopping at Mr. Fox's Shop selling Peppa Pig-themed merchandise and essentials.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Peppa Pig Theme Park operates physical, preschooler-focused theme parks featuring gentle rides, themed play areas, splash pads, live character shows, and themed dining. The parks sell day tickets, multi-tier annual passes, vacation packages bundled with LEGOLAND hotels, birthday party packages, on-site food and beverage, and Peppa Pig-themed merchandise under license from Hasbro.

Product overview

Peppa Pig Theme Park is a portfolio of standalone theme parks and attractions designed specifically for preschoolers and young families. The core offerings include Peppa Pig Theme Park Florida (located adjacent to LEGOLAND Florida Resort in Winter Haven) and Peppa Pig Theme Park Dallas-Fort Worth (a 14-acre park in North Richland Hills, Texas). The parks feature age-appropriate rides (Daddy Pig's Roller Coaster, Grampy Rabbit's Dinosaur Adventure, Peppa Pig's Balloon Ride), themed play areas (Muddy Puddles Splash Pad, Peppa's Treehouse, Pirate Island Sand Play), live entertainment (Mr. Potato's Showtime Arena, Cinema), and dining (Miss Rabbit's Diner, Mr. Fox's Shop). Ticketing products include Day Tickets, Annual Passes with multiple tiers, and Vacation Packages bundling hotel stays with park admission. Birthday party packages are offered as add-on experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Peppa Pig Theme Park Florida Standalone theme park in Winter Haven, Florida located adjacent to LEGOLAND Florida Resort, designed specifically for preschoolers and toddlers aged 2-5 with gentle rides, themed play areas, and live character entertainment. Features six interactive rides and attractions including Daddy Pig's Roller Coaster and Grampy Rabbit's Dinosaur Adventure.
• Peppa Pig Theme Park Dallas-Fort Worth Theme park spanning approximately 14 acres in North Richland Hills, Texas featuring 5 family-friendly rides, 9 themed play areas, a live show stage, cinema, and on-site themed diner for preschoolers and young families.
• Day Tickets Single park admission tickets for day access to Peppa Pig Theme Park, with online pricing from $34 (up to 50% off front gate price of $69). Multi-park combination tickets including LEGOLAND Florida available from $99.
• Annual Passes Year-long admission passes with tiered options (Silver, Gold, Elite) starting at $189. Benefits include admission to Peppa Pig Theme Park, LEGOLAND Theme Park, Water Park, and SEA LIFE; bring-a-friend tickets; up to 20% off hotels, food, drinks, retail, FasTrack, VIP Tours, and cabana rentals; and free standard parking with Gold and Elite tiers.
• Vacation Packages Bundled hotel and ticket packages including Kids Stay & Play FREE offers, Florida & Georgia resident discounts, and 3rd Night Free hotel packages at LEGOLAND Florida hotels. Pricing from $161 per person per night.
• Birthday Party Packages On-site birthday party celebrations at Miss Rabbit's Diner with packages starting at $45 per person (Monday-Thursday), including park admission, dedicated party space, pizza, drinks, party favors, plates/napkins/utensils, 1.5-hour table reservation, bring-your-own cake option, and a dedicated party host. Birthday child receives 2 free adult tickets. Minimum 10 paid guests required.

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and flagship.

• LEGOLAND Florida ResortcoreStrategic or Co-development PartnerPeppa Pig Theme Park Florida is located adjacent to LEGOLAND Florida Resort on shared grounds. Multi-park combination tickets are sold together. The parks share a primary parking lot and offer bundled vacation packages. Annual Passes for Peppa Pig include access to LEGOLAND Theme Park, Water Park, and SEA LIFE.
• Merlin Entertainments GroupflagshipStrategic or Co-development PartnerMerlin Entertainments Group operates Peppa Pig Theme Parks as part of its portfolio of attractions. Operates under Merlin Entertainments Theme Parks LLC (Dallas) and Merlin Entertainments Group Florida LLC (Florida). Contact: ONE LEGOLAND Way, Winter Haven, FL 33884. Phone: 877-350-5346.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Crayola Experience: Indoor family entertainment centers built around a children's IP brand (Crayola), offering themed activities, crafts, and attractions for young children and families. Multi-location operation similar to Peppa Pig Theme Park's regional park model.
• LEGOLAND Theme Parks: Operated by the same parent (Merlin Entertainments) and physically co-located with Peppa Pig Theme Park Florida. Targets an overlapping family demographic with young children, shares multi-park ticketing, and uses a similarly themed-IP approach to ride-based entertainment.
• Gruffalo Clubhouse / Peter Rabbit Explore and Play: Other preschooler-focused attractions within Merlin Entertainments' portfolio, targeting the same 2-5 age demographic with literary IP-based themed experiences. Represents the closest internal peer for benchmarking operations and customer overlap.
• Peppa Pig World of Play: Indoor Peppa Pig-themed play centers operated by Merlin Entertainments in multiple US locations (Dallas, Chicago, Michigan, etc.). Uses the same Peppa Pig brand under similar Hasbro licensing, offering weather-independent indoor play as a complement/substitute for the outdoor theme parks.
• Sesame Place San Diego / Philadelphia: Theme parks dedicated to the Sesame Street preschool franchise, targeting the same 2-5 age demographic with character-themed rides, water parks, and live shows. Operated by SeaWorld Entertainment under license from Sesame Workshop, providing the closest direct competitor for the preschooler theme park niche.

Emerging players

• KidZania: Chain of indoor family entertainment centers designed for children aged 2-14, featuring role-playing activities and educational attractions. While not ride-based, it competes for the same family-discretionary entertainment spend targeting young children.

Broad incumbents

• Universal Orlando Resort: Major destination theme park operator with strong family offerings (Universal Studios Florida, Islands of Adventure). Co-located in the Orlando/Central Florida tourism corridor with LEGOLAND/Peppa Pig Theme Park, creating direct competition for family vacation dollars.
• SeaWorld Orlando: Regional Florida theme park operator owned by SeaWorld Entertainment, also operating Sesame Place. Targets family demographic with marine-life themed attractions; competes for Orlando-area family vacation itineraries.
• Disneyland / Walt Disney World: Largest family theme park operator globally, with extensive preschooler-friendly offerings (Fantasyland, character meet-and-greets, Disney Junior experiences). While much larger in scale, Disney represents the principal alternative destination for families seeking themed character experiences.

Regional players

• Busch Gardens Tampa Bay: Regional Florida theme park operated by SeaWorld Entertainment, located within 45 minutes of Peppa Pig Theme Park Florida. Competes for the same family day-trip and tourist market in the Tampa/Central Florida corridor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/PeppaPigFlorida
• Facebookfacebook.com/PeppaPigThemeParkDallasFortWorth
• Instagraminstagram.com/peppapigthemeparkflorida
• LinkedInlinkedin.com/company/peppa-pig-theme-park-florida

Revenue estimate

Valuation estimate

Number of profiles

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 Peppa Pig Theme Park