Association of Leading Visitor Attractions

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18 Mar 2022

Merlin's Sony deal will see themed Jumanji rides and experiences come to parks

Merlin Entertainments has signed a deal with Sony Pictures to develop rides and experiences based on the popular Jumanji film franchise.

The multi-territory exclusivity agreement will see a number of Jumanji-themed attractions, rides, lands, retail outlets and hotel rooms being developed across Merlin’s resort parks and waterparks in Europe (including the UK) and North America.

The first Jumanji experience to be launched as part of the agreement will be the world’s first Jumanji ride at Merlin’s Gardaland Resort in Italy.

A second Jumanji experience is also in development at a different theme park for a 2023 launch – although no details have been launched on what that is.

For the Gardaland ride, Merlin is teaming up with ride technology specialist Oceaneering and Framestore, an immersive experience company.

Called “Jumanji – the Adventure”, the dark ride will transport guests to the world of Jumanji. Full details and technical aspects will be released at a later date.

Set to open in April 2022, it will be complemented by the simultaneous launch of fully themed Jumanji hotel bedrooms.

The deal supports Merlin’s broader global strategy to engage and work with leading IP and brands across its global estate, with existing successful partnerships including LEGO, Marvel, Peppa Pig, and CBeebies.

The agreement is also part of Sony Pictures’ larger global strategy to grow and expand location-based entertainment by utilising its strong global film and TV brands.

The collaboration further builds on Merlin’s successful relationship with Sony Pictures Entertainment, which has already seen the previous rollout of two “in-attraction” themed experiences including the Ghostbusters 5D ride at Heide Park in Germany and the Ghostbusters experience at Madame Tussauds New York.

Mark Fisher, chief development officer for Merlin Entertainments, said: “We're excited to be taking our relationship with Sony Pictures Entertainment to the next level with this strategic partnership.

"Sony is one of the top movie companies on the planet and Jumanji is a multi-billion-dollar brand which has appealed to guests of all ages, for over two decades.

"Our Merlin team are already hard at work developing brilliant creative concepts, which will bring to life the blockbuster-famous Jumanji film across our theme parks and waterparks."

Jeffrey Godsick, EVP of global partnerships and brand management and head of location-based entertainment at Sony Pictures Entertainment added: “Merlin is the ideal company to bring the world of Jumanji to life.

"Its commitment to strong storytelling, quality of craftsmanship and fantastic guest experiences ensure that fans of Jumanji will be fully immersed into the worlds of our films and have an unforgettable experience."