Merlin Entertainments has announced a brand-new world-class attraction will launch on Blackpool’s seafront this May.

In a world-first, The Gruffalo & Friends Clubhouse will bring together six of the best-loved stories to create a memorable indoor play adventure.

Its favorite characters are the brainchild of creators Julia Donaldson and Axel Scheffler.

The £2.3 million investment has been in the pipeline for 18 months.

A strategic alliance between Merlin, Magic Light and Blackpool Council will see the attraction open next door to Sea Life Blackpool in May 2023.

The new attraction is a major deal for Blackpool with the creative duo in high demand; Axel Scheffler is an award-winning illustrator whose artwork features 50p coins, and stamps from Royal Mail and Deutsche Post. 

Meanwhile, Julia Donaldson is a number one UK author across all publishing platforms.

In the reaction to the announcement, Kate Shane, Regional Director, Merlin Entertainments, said: “We are incredibly excited to bring some of the UK’s best-loved children’s characters to Blackpool. Blackpool is the UK’s number one family seaside resort and this latest partnership with a globally recognized brand will provide compelling new reasons for visitors to come to Blackpool. 

“The Gruffalo and other characters from the world of Julia Donaldson and Axel Scheffler will be amongst brilliant company alongside our already strong cluster of family attractions on the resort, delivered with Merlin’s world-class guest experience. 

“This significant investment further supports Merlin’s strategic growth plans, bringing further jobs and economic benefit to the local community and wider region.”

And Councillor Lynn Williams, Leader of Blackpool Council, added: “Blackpool already has the biggest portfolio of branded attractions outside London and the addition of this world-class family attraction will strengthen that position. 

“The family audience is key to Blackpool’s tourism growth strategy and we are delighted to be working in partnership with Merlin Entertainments to deliver something that will truly resonate with that audience, as well as provide new jobs for local people and economic growth to our town.”

Images: Merlin Entertainment