Merlin Entertainment have officially taken over operations of Cadbury World this month.
Merlin signed an agreement with Mondalez International to oversee the famous chocolate attraction venue, paving the way for the official take over.
The move by Merlin is further proof of the company’s aim to build further connections with IP partnerships and worldwide renown brands.
Currently, Merlin has in its business portfolio the LEGO group, Sony Pictures Entertainment and HASBRO.
Fiona Eastwood, CEO of Midway Attractions and Resort theme parks at Merlin, explains further: “Cadbury is one of the world’s most famous chocolate brands and we are thrilled to have its brand experience, the legendary Cadbury World, join our growing Merlin family.
“This addition to our strong portfolio of brands is an evolution of our long-standing partnership with Cadbury across a range of experiential activities and retail spaces in our UK theme parks, and forms part of our ongoing strategy of partnering with household name IPs to create exciting immersive experiences for our guests around the world.
“We are excited to welcome the Cadbury World team into Merlin and work closely with them to accelerate the attraction’s momentum, entering the next stage in bringing Cadbury World’s iconic, immersive chocolatey experiences to life with an extra sprinkling of Merlin magic in the years to come.”
Image: Cadbury World
