New £2.3m Gruffalo and Friends family attraction to open in Blackpool

A huge new Gruffalo and Friends Clubhouse is set to open in the North West later this year.

The popular children’s book character family attraction will be coming to the seaside in Blackpool this summer, and a huge £2.3m has been spent to bring the imaginative clubhouse to life.

The play park is based on the colourful characters taken from the books created by author Julia Donaldson and illustrator Axel Scheffler and the first images of how it will look have been revealed today.

The partnership behind the development is Blackpool Council, operator Merlin Entertainments and Magic Light, with the expected opening in May – but an exact date is yet to be confirmed. In what is billed as a ‘world first’, The Gruffalo and Friends Clubhouse will bring together six of the best loved stories to create an ‘indoor play adventure’ like no other. 

It has been 18 months in the making and Merlin say it is part of their aim to bring the ‘very best stories and brands to life in their family friendly attractions’. The anticipated launch will add to Merlin Entertainments seven other attractions in Blackpool including Blackpool Tower, Peter RabbitTM: Explore and Play, and Sea Life — which it will be situated right next door to, on the Promenade.

The exciting addition will make the area a key tourist destination for visiting families from around the UK and abroad. Guests will get to burst onto the pages and walk through their favourite stories in a magical 3D experience.

From The Gruffalo’s deep dark wood, to Princess Pearl’s castle in Zog, they will embark on an adventure of imagination, discovery and play as they join their favourite characters in their fictional world.

Distinct play zones are inspired by The Gruffalo, The Gruffalo’s Child, Zog, The Snail and the Whale, Room on the Broom and The Highway Rat. It will include areas suitable for children under 10, with a toddler play area specifically for those under three years.

Kate Shane, Regional Director for 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 recognised 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.”

Councillor Lynn Williams, Leader of Blackpool Council said that the new addition will add to Blackpool’s portfolio of branded attractions, adding: “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 providing new jobs for local people and economic growth to our town.”

Alex Sanson, Senior Brand Manager at Magic Light Pictures said the new play park will be the ‘first of its kind’ adding: “Merlin Entertainments have done brilliant work with The Gruffalo and Room on the Broom at Chessington; as well as with Zog at Warwick Castle.

“We can’t wait to see what the Clubhouse will bring to Blackpool, and to the stories that we love.”

Opening dates and how to get tickets will be announced soon.