In the last decade, a noticeable shift has taken place across the UK theme park industry. Instead of building generic fairground rides or loosely themed family areas, parks are increasingly turning to popular children’s television brands to anchor entire lands, rides, and hotel experiences.
From Australian cartoon dogs to heroic rescue pups, characters from children’s TV are becoming the face of many family attractions. But is this just clever marketing—or are kids’ TV brands genuinely taking over UK theme parks?
The Rise of TV-Based Theme Park Lands
PAW Patrol arrives at Chessington World of Adventures Resort
One of the biggest examples of the trend is the new World of PAW Patrol opening in 2026 at Chessington. The land recreates the show’s fictional setting of Adventure Bay and includes four rides themed to different characters.
Attractions include:
- Chase’s Mountain Mission – a family roller coaster
- Skye’s Helicopter Heroes – a spinning aerial ride
- Marshall’s Firetruck Rescue – a track ride through Adventure Bay
- Zuma’s Hovercraft Adventure – the UK’s first “drifter” ride
The £15 million investment highlights how parks are now betting on well-known characters to attract young families
Bluey joins the line-up at Alton Towers Resort
Meanwhile, Alton Towers is leaning heavily into TV-based IP in its CBeebies Land area. In 2026, the park will open the world’s first Bluey-themed roller coaster, designed as a toddler-friendly introduction to thrill rides.
The park has already expanded its character presence with:
- Bluey-themed hotel rooms
- Live stage shows and meet-and-greets
- Attractions based on multiple CBeebies programmes
It’s a clear example of how parks are creating full experiences around a single brand rather than standalone rides.
Peppa Pig leads the way at Paultons Park
If one attraction proved the power of kids’ TV brands, it’s Peppa Pig World at Paultons Park.
The land features nine themed rides based on the hugely popular British cartoon and remains one of the most successful family areas in the UK theme park industry.
Since opening, Peppa Pig World has helped transform Paultons Park from a regional park into one of the highest-rated family theme parks in the country.
Thomas & Friends at Drayton Manor Resort
Another early pioneer was Thomas Land at Drayton Manor, which opened in 2008 with more than a dozen rides themed to the famous railway characters.
At the time, it showed how a beloved TV franchise could anchor an entire family park area—a concept now widely adopted across the industry.
Why Theme Parks Love TV Brands
The surge in licensed attractions isn’t accidental. There are several reasons why operators increasingly rely on children’s TV characters.
1. Instant Recognition
Young families often choose parks based on characters their children already love. A child who watches Bluey or PAW Patrol on TV instantly understands the attraction’s theme.
2. Built-in Marketing
When a park launches a ride based on a hit show, the franchise itself acts as advertising. TV shows generate millions of impressions daily through streaming, toys, and merchandise.
3. Immersive Storytelling
Modern parks focus on immersive environments rather than standalone rides. Strong characters provide ready-made stories and settings.
4. Merchandise Opportunities
Character lands naturally support retail—from plush toys to themed clothing—which can significantly boost revenue.
The Bigger Trend: IP Is Driving Theme Parks
Industry analysts increasingly point out that intellectual property (IP)—recognisable brands from films, TV, and games—is now shaping new theme park developments.
Instead of investing millions into original themes that may not resonate with visitors, parks are choosing proven franchises with existing fanbases.
This strategy mirrors what major global operators like Disney and Universal have done for decades.
Are We Losing Original Ideas?
Not everyone loves the trend.
Some enthusiasts argue that licensed attractions can make parks feel less unique, especially if the same characters appear in multiple locations. Others worry that parks may rely too heavily on short-term TV hits rather than timeless themes.
However, there’s a strong counter-argument: kids visiting these parks today often care more about meeting their favourite characters than riding an original but unfamiliar attraction.
The Future of Kids’ IP in UK Parks
With PAW Patrol, Bluey, and other brands arriving in the next few years, the momentum is unlikely to slow down.
In fact, the upcoming generation of theme park visitors may grow up expecting attractions tied to the shows they watch at home.
If the success of Peppa Pig World is anything to go by, kids’ TV brands aren’t just appearing in UK theme parks—they’re helping define their future.
Kids’ TV brands aren’t completely taking over UK theme parks—but they’re becoming one of the most powerful forces shaping them. As parks compete for family audiences, familiar characters offer something priceless: instant excitement for young visitors before they even reach the front gate.
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