Merlin acquires Cadbury World from Mondelez | attractionsmanagement.com news
GET ATTRACTIONS MANAGEMENT
magazine
Yes! Send me the FREE digital edition of Attractions Management and the FREE weekly Attractions Management ezines and breaking news alerts!
Not right now, thanksclose this window
POST YOUR JOB ONLINE
Free ezine/digital edition sign up
Jobs   News   Features   Video    Products   Company profilesProfiles   Magazine   Handbook   Advertise  
NEWS
Merlin acquires Cadbury World from Mondelez
POSTED 01 Mar 2022 . BY Tom Walker
Merlin will take over the day-to-day running of the Cadbury World site Credit: Cadbury World
Merlin Entertainments has acquired the operations and brand licenses for Cadbury World
Opened in 1990, Cadbury World attracts more than 600,000 visitors each year
Merlin will take over the day-to-day running of the Cadbury World site, its employees, and all operational decisions
Merlin acquired the rights from US-based multinational food giant Mondelez
Merlin Entertainments has acquired the operations and brand licenses for Cadbury World, the popular chocolate-themed visitor attraction in Birmingham, UK.

Opened in 1990, Cadbury World attracts more than 600,000 people each year and offers visitors the opportunity to learn about the Cadbury chocolate brand and its heritage and history.

As part of the agreement, Merlin will take over the day-to-day running of the Cadbury World site, its employees, and all operational decisions, as well as holding brand usage rights for Cadbury World in the UK.

Merlin acquired the rights from US-based multinational food giant Mondelez and the deal forms part of Merlin’s broader strategy to engage in IP partnerships with some of the world’s most popular brands across its global estate, with existing partnerships including LEGO, Marvel and the BBC.

Louise Stigant, UK managing director at Mondelez International, said: "Cadbury World is a truly unique experience and since it first opened its doors in 1990, has been enjoyed by millions of families from across the UK and overseas.

"We want to build on the strong foundations we’ve laid so that people can continue to enjoy Cadbury World for generations to come.

"As we approach Cadbury’s 200th anniversary, I’m really excited by this partnership. By working with Merlin Entertainments, we will be able to bring the history and heritage of the Cadbury brand and the joy of chocolate to more and more people.”

Mark Fisher, Merlin's chief development officer, added: "Cadbury World joins our already strong global network of attractions.

"We have long admired Cadbury as the nation’s favourite chocolate brand and have already successfully worked together across a range of experiential activities and retail spaces in our UK theme parks.

"We are now excited to continue the relationship and bring to life the sights, smells and fun experiences that chocolate lovers have come to know and love, but just with the additional helping of some Merlin magic."
RELATED STORIES
  New Zealand's Cadbury World to expand as factory site prepares to be sold


Mondelez International – the parent company of confectioners Cadbury – has unveiled plans to redevelop and expand its Cadbury World attraction at its Dunedin site in New Zealand.
  Sweet memories at Cadbury World


RMA Ltd has completed work on a new zone at Cadbury World - Advertising Avenue - in Bournville, Birmingham, UK.
  Cadbury World launches Bournville Experience


Cadbury World in Birmingham has teamed up with the Bournville Village Trust to unveil a new attraction in September.
MORE NEWS
Scruffy Dog and Simtec launch Fisher-Price themed trackless ride
Scruffy Dog Creative Group and Simtec Systems have partnered to launch a new immersive trackless dark ride featuring the popular Mattel IP, Fisher-Price.
Dohmen and Bertens join forces to launch Tourist Development and Attraction Consultants
Former Efteling COO, Coen Bertens, and former BRC Imagination Arts exec, Bart Dohmen, have partnered to set up a consultancy for the tourism and visitor attraction sectors.
Puy du Fou to create first US attraction
Puy du Fou is set to enter the US attractions market with its iconic, immersive themed visitor experience, after securing a partnership with the Eastern Band of the Cherokee Indian (ECBI).
Mather & Co-designed Gretna Green Experience opens to the public
A visitor attraction celebrating the history of the Scottish parish of Gretna Green – and its heritage as a destination for 'runaway marriages – has opened to the public.
+ More news   
LATEST JOBS
Operations Manager
RockReef Ltd
Salary: Competitive DOE
Job location: Bournemouth , United Kingdom
Group Environmental and Sustainability Manager
Everyone Active
Salary: Competitive
Job location: Hinkley, Leicestershire , United Kingdom
Adventure Activity Team Leader
Lake District National Park
Salary: c£20,500pa + pension + great benefits
Job location: Brockhole on Windermere, Lake District , United Kingdom
Water Quality Engineer
Edinburgh Leisure
Salary: £33,513 - £37,236pa
Job location: Edinburgh , United Kingdom
+ More jobs  

COMPANY PROFILES
Alterface

Alterface’s Creative Division team is seasoned in concept and ride development, as well as storyte [more...]
TechnoAlpin

TechnoAlpin is the world leader for snowmaking systems. Our product portfolio includes all different [more...]
Holovis

Holovis is a privately owned company established in 2004 by CEO Stuart Hetherington. [more...]
RMA Ltd

RMA Ltd is a one-stop global company that can design, build and produce from a greenfield site upw [more...]
+ More profiles  
VIDEO GALLERY

Red Raion - Keynote | Moby Dick - Friends to the rescue!
It’s extremely important for us to show you the process behind every content we produce. Each of our titles stems from deep research, focused on giving you the kinds of content that best fit your venues and target audience. Find out more...
More videos:
ProSlide's all-in-one waterplay entertainment center – Proslide Tech Inc
Slide Efffects – Proslide Tech Inc
Red Raion TV - Opening Event: FICO Eataly World – Red Raion
+ More videos  

CATALOGUE GALLERY
 

+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

07 Jun 2022

World Sauna Forum 2022

Lapland Hotels Arena, Tampere, Finland
07-10 Jun 2022

IAAPA Expo Asia 2022

Hong Kong Convention & Exhibition Centre, Hong Kong, Hong Kong SAR
+ More diary  
LATEST ISSUES
+ View Magazine Archive

Attractions Management

Issue 1 Volume 27


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

Issue 4 Volume 26


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

2021 issue 3


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

2021 issue 2


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management News

06 Apr 2020 issue 153


View on turning pages
Download PDF
View archive
FREE digital subscription
Print subscription

Attractions Handbook

2019


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription
 
ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
 
ATTRACTIONS MANAGEMENT
ATTRACTIONS MANAGEMENT NEWS
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2022
Jobs    News   Products   Magazine
NEWS
Merlin acquires Cadbury World from Mondelez
POSTED 01 Mar 2022 . BY Tom Walker
Merlin will take over the day-to-day running of the Cadbury World site Credit: Cadbury World
Merlin Entertainments has acquired the operations and brand licenses for Cadbury World
Opened in 1990, Cadbury World attracts more than 600,000 visitors each year
Merlin will take over the day-to-day running of the Cadbury World site, its employees, and all operational decisions
Merlin acquired the rights from US-based multinational food giant Mondelez
Merlin Entertainments has acquired the operations and brand licenses for Cadbury World, the popular chocolate-themed visitor attraction in Birmingham, UK.

Opened in 1990, Cadbury World attracts more than 600,000 people each year and offers visitors the opportunity to learn about the Cadbury chocolate brand and its heritage and history.

As part of the agreement, Merlin will take over the day-to-day running of the Cadbury World site, its employees, and all operational decisions, as well as holding brand usage rights for Cadbury World in the UK.

Merlin acquired the rights from US-based multinational food giant Mondelez and the deal forms part of Merlin’s broader strategy to engage in IP partnerships with some of the world’s most popular brands across its global estate, with existing partnerships including LEGO, Marvel and the BBC.

Louise Stigant, UK managing director at Mondelez International, said: "Cadbury World is a truly unique experience and since it first opened its doors in 1990, has been enjoyed by millions of families from across the UK and overseas.

"We want to build on the strong foundations we’ve laid so that people can continue to enjoy Cadbury World for generations to come.

"As we approach Cadbury’s 200th anniversary, I’m really excited by this partnership. By working with Merlin Entertainments, we will be able to bring the history and heritage of the Cadbury brand and the joy of chocolate to more and more people.”

Mark Fisher, Merlin's chief development officer, added: "Cadbury World joins our already strong global network of attractions.

"We have long admired Cadbury as the nation’s favourite chocolate brand and have already successfully worked together across a range of experiential activities and retail spaces in our UK theme parks.

"We are now excited to continue the relationship and bring to life the sights, smells and fun experiences that chocolate lovers have come to know and love, but just with the additional helping of some Merlin magic."
RELATED STORIES
New Zealand's Cadbury World to expand as factory site prepares to be sold


Mondelez International – the parent company of confectioners Cadbury – has unveiled plans to redevelop and expand its Cadbury World attraction at its Dunedin site in New Zealand.
Sweet memories at Cadbury World


RMA Ltd has completed work on a new zone at Cadbury World - Advertising Avenue - in Bournville, Birmingham, UK.
Cadbury World launches Bournville Experience


Cadbury World in Birmingham has teamed up with the Bournville Village Trust to unveil a new attraction in September.
MORE NEWS
Scruffy Dog and Simtec launch Fisher-Price themed trackless ride
Scruffy Dog Creative Group and Simtec Systems have partnered to launch a new immersive trackless dark ride featuring the popular Mattel IP, Fisher-Price.
Dohmen and Bertens join forces to launch Tourist Development and Attraction Consultants
Former Efteling COO, Coen Bertens, and former BRC Imagination Arts exec, Bart Dohmen, have partnered to set up a consultancy for the tourism and visitor attraction sectors.
Puy du Fou to create first US attraction
Puy du Fou is set to enter the US attractions market with its iconic, immersive themed visitor experience, after securing a partnership with the Eastern Band of the Cherokee Indian (ECBI).
Mather & Co-designed Gretna Green Experience opens to the public
A visitor attraction celebrating the history of the Scottish parish of Gretna Green – and its heritage as a destination for 'runaway marriages – has opened to the public.
Project to save last major bellfoundry which cast bells for St Paul's and Washington National Cathedral
A project to save the UK's last major bellfoundry has moved to the next stage, with the launch of a tender to find contractors for the redevelopment work.
Hettema Group and Themespace merge to form THG
Experiential design firms The Hettema Group and Themespace have merged to create a new company called THG.
+ More news   
 
COMPANY PROFILES
Alterface

Alterface’s Creative Division team is seasoned in concept and ride development, as well as storyte [more...]
TechnoAlpin

TechnoAlpin is the world leader for snowmaking systems. Our product portfolio includes all different [more...]
Holovis

Holovis is a privately owned company established in 2004 by CEO Stuart Hetherington. [more...]
RMA Ltd

RMA Ltd is a one-stop global company that can design, build and produce from a greenfield site upw [more...]
+ More profiles  
VIDEO GALLERY

Red Raion - Keynote | Moby Dick - Friends to the rescue!
It’s extremely important for us to show you the process behind every content we produce. Each of our titles stems from deep research, focused on giving you the kinds of content that best fit your venues and target audience. Find out more...
More videos:
ProSlide's all-in-one waterplay entertainment center – Proslide Tech Inc
Slide Efffects – Proslide Tech Inc
Red Raion TV - Opening Event: FICO Eataly World – Red Raion
+ More videos  

CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

07 Jun 2022

World Sauna Forum 2022

Lapland Hotels Arena, Tampere, Finland
07-10 Jun 2022

IAAPA Expo Asia 2022

Hong Kong Convention & Exhibition Centre, Hong Kong, Hong Kong SAR
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2022

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
ATTRACTIONS MANAGEMENT NEWS
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS