Lappset Creative News

May 2018

Lappset Creative Designed and Delivered A Pirate Ship Playground to LEGOLAND Deutschland Resort in Günzburg, Bavaria

LEGOLAND Deutschland Resort opened the 2018 season on 24 March with the introduction of four exciting new attractions, among them the large Pirate Island Hotel with a huge Pirate Ship in the LEGOLAND Holiday Village by Lappset Creative.

Three other attractions include The Great LEGO Race, Europe’s first LEGO themed virtual reality roller coaster, the popular LEGO Star Wars™ MINILAND Model Display, extended with key scenes from the seventh film in the sci-fi saga and the LEGO NINJAGO heroes embarked on a new 4D movie adventure.


Pirate Island Hotel

Ships to sleep in, buccaneer menus, a pirate ship playground – on 24 March, the €26.6 million Pirate Island Hotel opened its doors in the LEGOLAND Holiday Village, right by the park. The entire area is modelled like a pirate island.

The centrepiece of this children’s paradise is the impressive pirate ship in the front of the Pirate Island Hotel. The large wooden construction provides budding buccaneers all the room they need to sail the LEGO seas.

Asko Alanen, Concept Manager at Lappset Creative said;

“The design process went smoothly and the outcome was a good balance between functionality, play value, capacity and theming. The overall design fits excellently with the IP owners, Legoland’s requirements and the budget. Our technical design and manufacturing took about 12 weeks and the installation 3 weeks. The hand over was on the 2nd of February 2018. Legoland’s team did a great work and provided marvellous LEGO Pirates props/characters, which are now attached to the Pirate Ship’s bow.”

LEGOLAND Pirate Ship Combo 2018_web.jpg

Sustainable wooden construction

The main material used in the ship is pressure-treated and painted timber, Nordic PEFC certified pine, which has grown slowly in Finnish Lapland. Therefore, it is very strong and long lasting natural, ecological and sustainable material. The 11-metre high masts are made of powder coated steel with printed fabric sails.

Tero Puotiniemi, Senior Concept Designer, said;

“We selected and used the best materials for each use considering functionality, durability, visual design and safety.”

The Pirate Ship is 18.5 metres long, 16.5 metres wide and the mast height is 11.5 metres. The size of its sails is 40 square metres. The entire vessel weights about 10 tons.

The Skull Island is 8.3 metres long, 6.8 metres wide and 3.3 metres high.

Please visit Legoland Germany and have amazing Pirate Island Hotel experience.

For additional information, please contact;
Asko Alanen, Concept Manager, Lappset Creative,

Press contact:
LEGOLAND Deutschland Freizeitpark GmbH
Marion Pachmann, Senior PR Manager
Venessa Brand, PR Executive
89312 Günzburg
Tel.: +49 (0) 8221-700 221


Lappset Creative partners with Merlin Entertainments on the roll out of unique themed soft play attractions

Finland-based supplier of themed attractions and family entertainment centers, Lappset Creative (a part of Lappset Group) has partnered with Merlin Entertainments (Merlin), one of the world’s and Europe’s leading visitor attraction operators, on the supply of several soft play themed attractions. The attractions which will begin to open in late 2018, will be targeted towards the preschool market, where learning through play will be heavily emphasized in the designs and theming.

The partnership with Merlin is significant for Lappset Creative as it will involve the supply of themed attractions to several locations over the next 18 months in markets such as China and the US.

Johan Granholm, Director of Lappset Creative said;

“We are extremely proud of having been chosen as the supplier of Merlin’s new soft play themed attraction concept. The value of the agreement with Merlin is the biggest in the history of Lappset Creative. We are thrilled and excited to start working with Merlin in order to bring joy, play and educational activities to children in the upcoming planned attractions.”

Mike Vallis, Divisional Director, New Brands, Merlin Entertainments said;

“We are extremely delighted to have partnered with Lappset Creative, one of Europe’s leading providers of themed attractions and family entertainment centers with our new soft play themed experiences. They have a solid track record of supplying mid-scale parks and indoor attractions and we are looking forward to them bringing our new attractions to life.”

Formed in 1999, Merlin is Europe’s leading and the world’s second largest visitor attraction operator. Their unique portfolio of iconic global and local brands focuses on “fun learning” and provide memorable, entertaining, interactive and educational experiences, principally for families and young adults. Their brand portfolio includes SEA LIFE, Madame Tussauds, The Dungeons, The Eye Brand, LEGOLAND Parks and LEGOLAND Discovery Centres, and the resort theme parks Alton Towers, Thorpe Park, Chessington World of Adventures, Warwick Castle, Gardaland and Heide Park.

For further information, please contact;
– Johan Granholm, Director of Lappset Creative, +358 40 532 4183,
– Tero Ylinenpaa, Managing Director of Lappset Group, +358 400 290 234,

About Merlin Entertainments plc

Merlin Entertainments plc is a global leader in location based, family entertainment. As Europe’s Number 1 and the world’s second-largest visitor attraction operator, Merlin now operates over 120 attractions, 15 hotels and 6 holiday villages in 25 countries and across 4 continents. The company aims to deliver memorable experiences to its more than 60 million visitors worldwide, through its iconic global and local brands, and the commitment and passion of its c. 29,000 employees (peak season).

Visit for more information.

Merlin Entertainments and Lappset Creative.jpg


January 2018

Miia Tähtinen Takes Over as Country Manager at Lappset Creative China Inc.

Lappset Creative has recently appointed Miia Tähtinen Country Manager for its subsidiary in Shanghai/China. In her new role Tähtinen, who previously worked as Executive Director at the Chamber of Commerce of Finland in China (also based in Shanghai), will focus on serving Lappset Creative clients and projects of themed attractions throughout the country. Tähtinen holds a master from engineering and has worked in the fields of international business development and strategic growth at different companies, including IKEA and Pöyry Management Consulting.

While Lappset Creative China Inc. (Laibi Shanghai) only serves the theme park business, the current local Lappset distributors will continue working in the field of urban/municipal play grounds and sports equipment.


January 2018

Arctic Inspirations Seminar 9.-11.1.2018 in Rovaniemi, lapland

Read more here.


September 2017

Peter Rabbit arrives at a second theme park in the United Kingdom

Responsible for Lappset Group Ltd’s theme park business, Lappset Creative has brought the Peter Rabbit Adventure attraction to Flamingo Land Theme Park & Zoo in Yorkshire.

The adventure attraction covers an area of around a thousand square metres (~10,764 square feet) and it was manufactured and installed in about three months. The attraction was opened to the public at the end of July. This is the second Peter Rabbit attraction delivered by Lappset to the United Kingdom.

“The classic stories of Beatrix Potter are extremely popular in the UK. Completed in July, the Peter Rabbit attraction complements the Flamingo Land Theme Park & Zoo and facilitates year-round activity for the resort. Earlier, the theme park was only open during the summer months, with the zoo also open in the winter”, tells Lappset’s Creative’s Director Johan Granholm.

Here in the Peter Rabbit’s adventure, Mr Tod’s Lair is one of the main attractions. The children’s task is to find the vegetables stolen by Mr Tod the fox and to flee along a secret trail. Naturally, Peter Rabbit and friends as well as the other popular characters from the tale were the focus for designing the theme park. In addition to Mr Tod’s Lair, other familiar elements from the tale were designed for the park. The wooden boat on Jeremy Fisher’s Pond was made and hand-painted at Lappset’s Rovaniemi plant. The tractor was also handmade by the factory workers in Rovaniemi to provide pleasure for the young visitors.

All the play equipment and functions have been planned and designed based on the familiar elements of the popular tale, with the aim of encouraging children to explore the surroundings, dare to take part in adventurous and educational forms of play, just as the tale’s characters do. Lappset has ensured that all playground equipment, wooden huts and other details in the adventure park conform to requirements stipulated by European Union safety standards, as with all other playground and activity park entireties it supplies.

3D Area Design Peter Rabbit Adventure Park Flamingo Land UK II by Lappset Creative - Copy.PNG

In the picture above: An illustration of the Peter Rabbit adventure park installed at the Flamingo Land Resort. The entirety covers approximately a thousand square metres (~10,764 square feet), and sees the introduction of e.g. Mr Tod’s Lair. Lappset Creative designed the adventure park and was also responsible for its installation. Photograph: Lappset Creative.

“The idea behind the adventure park is to inspire the imagination of children, encourage curiosity and aha! experiences, and doing things together. Designing, making and installing this entirety has been a very pleasant task for Lappset”, Johan Granholm adds.

Lappset was responsible for the design and implementation of Flamingo Land’s Peter Rabbit attraction, while the client took care of ground work and structures. The making of the playground equipment and other products for the park started at Lappset’s plant in Rovaniemi in mid-April, and the park was up and running in the UK in mid-July.


Photo courtesy: Flamingo Land Resort.

The entirety was implemented in cooperation with Silvergate Media that is responsible for the television rights and licensing for Peter Rabbit, and Penguin Ventures that holds the intellectual property rights for the character.

The world’s first adventure park to be based on Beatrix Potter’s Peter Rabbit character was made by Lappset in spring 2016 for the Willows Activity Farm, located just an hour’s drive from London.

For more information, please contact:
– Johan Granholm, Director, Lappset Creative, tel. +358 40 532 4183,

For more photos, please see:
Flamingo Land Theme park

#lappset #lappsetcreative #themedattractions #peterrabbit #flamingoland
@flamingolanduk @flamingolandresort


May 2017

Lappset and Mattel’s Iconic Brands come together to form Mattel Play! Sevenum in the Netherlands

After successful openings in both Liverpool and Dubai in 2016, global toy company Mattel, Inc. will debut a new interactive, indoor family entertainment centre in Sevenum in Noord-Limburg. Mattel Play! Sevenum is the first branded attraction of its kind in the Netherlands and Benelux, and will be a 2,000 sq m facility inside the new Family Entertainment Center Sevenum located on the site of De Schatberg.

Fully themed zones in Mattel Play! Sevenum will bring to life favourite TV characters and their worlds, including Thomas & Friends™, Bob the Builder™, Fireman Sam™, and Angelina Ballerina™. In addition, children will be able to build their own creations in the Mega Construx™ and Mega Bloks® zones and enjoy hours of fun at the Mattel Play! Roller Disco.

Mattel Play! Sevenum offers children and parents the opportunity to play together and embrace family time. Through the unique setting of this interactive edutainment centre, visitors can immerse themselves in familiar brand environments with their favourite characters, letting their imaginations run wild. Children are given the building blocks and opportunity to be as creative as they can possibly be. Finally, children and parents can stay active together when they run, jump, climb and play through various activities while exploring Mattel Play! Sevenum.

Mattel Play! Sevenum is scheduled to open in Autumn 2017.

Lappset Creative has designed and planned the entire Mattel Play! Sevenum, and will be responsible for the supply and installation. Sevenum is the second family entertainment center for Mattel Play! supplied by Lappset Creative, a division of the famous Lapland-based Lappset Group Ltd. Mattel Play! Liverpool in the UK was the first.

According to Johan Granholm, Director of Lappset Creative, the Sevenum attraction is the largest project Lappset Group has ever delivered.

“The multimillion Euro project is already well under way. Lappset Creative designs, manufactures and installs the attraction. The design phase has already been completed, and manufacturing will begin now with full installation scheduled for the late autumn this year.”

The multi-activity entertainment center will also contain a freestyle action park for youth including trampolines, a foam pit and pump track as well as a skating ramp area.

Besides Mattel Play! Sevenum, The Family Entertainment Center hosts an all you can eat restaurant with 11 different kitchens which is called ABC Restaurants Sevenum and an activity center for youth, which is called The Portal Action House. The Portal Action House is developed by Lappset Creative and the owners of The Portal Action House Sevenum. It has several levels where you can exercise your skills on a pump track, a skating ramp, trampolines and a freestyle action park. All of these levels are set in a virtual world. You are going to play the game in real life!

Further information available from:
– Johan Granholm, Lappset Creative Division Director, tel. +358 40 532 4183,

Mattel Play! Sevenum

About Lappset Group Ltd and Lappset Creative

Finland and Lapland-based Lappset Group Ltd is Europe’s leading manufacturer of playground and fitness park equipment and themed activity attractions. In 2010, the Group established Lappset Creative, a special division for design and supply of themed attractions. During the past years, the division has supplied several indoor and outdoor family entertainment centers to different parts of the world in collaboration with worldwide brands, such as Mattel Inc. The first Mattel Play! Edutainment Center was opened in Liverpool, at the Albert Docks, for Heritage Great Britain in 2016. Mattel Play! Sevenum is the second and largest family edutainment centre designed, produced and assembled by Lappset Creative in collaboration with its partners Mattel and De Schatberg.

The Lappset Group consists of subsidiaries in six different nations, with the parent company located in Rovaniemi, Lapland, Finland. Lappset’s distribution network stretches out over approximately 50 nations from Europe to Canada, the Middle East, Asia and Australia.
@LappsetGroup #lappset

About De Schatberg

De Schatberg is a versatile five-star vacation park in Sevenum, Netherlands, all year round opened. Uniquely located in a nature-rich setting of the beautiful North Limburg Peel district, the park is close to the Groote Peel National Park. The park has a broad choice of accommodation like diverse camping facilities, ranging from basic to very deluxe with private bathroom facilities and even a dishwasher. But also a cottage, villetta, mobile home or lodge. At De Schatberg are also many activities such as swimming, bowling, climbing, water skiing, entertainment and much more! The vacation park is complete with the à la carte Veranda-restaurant and the Bistro Trattoria.
Visit us at

About Mattel

The Mattel family of companies is a worldwide leader in the design, manufacture and marketing of toys and family products. Mattel’s portfolio of best-selling brands includes Barbie®, the most popular fashion doll ever produced, Hot Wheels®, Monster High®, American Girl®, Thomas & Friends™, Fisher-Price® brands and MEGA® Brands, as well as a wide array of entertainment-inspired toy lines. With worldwide headquarters in El Segundo, Calif., Mattel’s companies employ approximately 32,000 people in 40 countries and territories and sell products in more than 150 nations. Visit us at

© 2017 Gullane (Thomas) Limited
© 2017 Hit Entertainment Limited and Keith Chapman
© 2017 Prism Art & Design Limited. The Fireman Sam name and character are trademarks of Prism Art & Design Limited.
© 2017 Hit Entertainment Limited
©MEGA Brands Inc., 2017. All rights reserved.


April 2017

Meet Lappset Creative at INTERALPIN, trade fair for alpine technologies.

We will be present at the 22nd INTERALPIN in Innsbruck, Austria between April 26 and 28. Our stand is nr. 1 in the hall nr. 0. The address of the fair centre is Messe Innsbruck, Kapuzinergasse 11, A-6020 Innsbruck.

Please visit website INTERALPIN or contact for more information.

September 2016

Meet us at EAS Barcelona, where the business of fun begins!

Lappset Creative will be present at the EURO ATTRACTIONS SHOW (EAS) 20.-22. SEPTEMBER IN BARCELONA. Our booth is nr. 1444.

Please contact for more information.

Euro Attractions Show


April 2016

Lappset delivered the world’s first PETER RABBIT™ Adventure Playground to Willows Activity Farm in England

Panorama Of The Peter Rabbit Adventure Park.JPG

The highly anticipated PETER RABBIT™ Adventure Playground is set to officially open on Saturday 2 April at Willows Activity Farm in St Albans, Hertfordshire, UK.

Over £1million has been invested in developing the new playground and re-theming the site, which incorporates the natural landscape and state-of-the-art interactive technology in a safe and wholesome environment.

Willows also welcomes the stars of the critically-acclaimed animated CBeebies series ‘Peter Rabbit’ including Lily Bobtail and Peter Rabbit himself, who will be meeting and greeting visitors daily.

The countryside setting surrounding Willows has been used to support outdoor climbing frames as well as slides and rope walkways at the Peter Rabbit Secret Treehouse and the Benjamin Bunny Treetop Adventure. The equipment is designed to encourage children to explore and be adventurous, just like the characters in the stories.

Jeremy Fisher Music Pond.JPG

Other features include the Jeremy Fisher Music Pond, where children can jump on lily pads to hear musical sounds and guess the instruments, and the Mr. Bouncer Great Invention, a sensory gaming activity to help them to learn about numbers and colours in a fun and active way.

Peter Rabbit Outside His Secret Treehouse.JPG

Chief Executive of Willows, Andrew Wolfe said: “We’ve always been committed to improving the quality and range of activity at Willows but this is by far the biggest and most exciting – we can now invite our visitors to enjoy a day with one of the most famous children’s characters in history.”

“This is something completely new for local families to enjoy – the first ever Peter Rabbit Adventure Playground in the world! We’re proud to be opening in the year of the 150th anniversary since the birth of Beatrix Potter, author of the original Peter Rabbit children’s books, and we’re delighted that we are able to bring them to life for the next generation,” continued Mr. Wolfe.

Climbing And Sliding At The Peter Rabbit Adventure Park.jpg

Thomas Merrington, Head of Product Development at Penguin Ventures said: “The Willows brand fits seamlessly with ours and we’ve worked together to create an experience true to the Peter Rabbit values. It really feels as though you are stepping into Peter Rabbit’s enchanting world!”

The playground is being built in partnership with Silvergate Media, the co-producers and global licensing agent of the CGI animated TV series ‘Peter Rabbit’, and Lappset Creative, a leading manufacturer of themed activity attractions.

Johan Granholm, Director of Lappset Creative said: “The new area is designed to engage young imaginations, championing curiosity, camaraderie and discovery – we know that parents and children alike are going to love it.”

For more information visit, follow @Willows_Farm or use #Beatrix150 and #IMetPeter for all the latest updates.


For any press enquiries relating to Peter Rabbit at Willows Activity Farm, please email / or call 0207 067 1595.
at Lappset Group, please contact Mr Johan Granholm, or call +358 40 532 4183.


March 2016

Lappset and Mattel’s Iconic Brands come together to form Mattel Play! LiverpooL

The children’s pre-school brands, Bob the Builder™, Thomas & Friends™ and Fireman Sam™ arrived at the Albert Dock family entertainment centre in Liverpool, the first of its kind in Europe. Inspiring play and activity, this indoor experience has been designed, manufactured and constructed by Lappset Group Oy from Rovaniemi, Finland. The indoor experience will officially open its doors to the public on 22 March 2016 and represents the first Mattel Play! in Europe. The operator of Mattel Play! Liverpool is Heritage Great Britain, one of the United Kingdom’s most significant experience tourism enterprises.

FiremanSam Children Plying MattelPlay Liverpool

Graham Dentith, General Manager of Mattel Play! Liverpool, said:

“We’re so pleased and excited to be finally opening our doors to families. I hope everyone will get as much fun and enjoyment from visiting Mattel Play! Liverpool as we had from creating it.”

Heritage Great Britain PLC is the owner and operator of Mattel Play! Liverpool, along with iconic tourist attractions across the UK including Land’s End, The Needles Landmark Attraction and Snowdon Mountain Railway.

Allan Leech, CEO of Heritage Great Britain, comments:

“After months of planning and preparation, we’re delighted to reveal this new concept which is a first for Liverpool. Everyone’s pulled together to make this happen and we’re grateful to all our city partners, along with Lappset Creative and their team from Finland who built the attraction.”

According to Johan Granholm, Director of Lappset Creative, the Liverpool attraction is an exciting new experience, the first of its kind developed in cooperation with Mattel and Heritage Great Britain.

The Mattel Play! Liverpool facility covers a total area of 1.902 square metres, with each branded theme area covering approximately 300 square metres. The attraction also includes a restaurant, shop, themed party rooms and green screen experience.

BobTheBuilder Helmets MattelPlay Liverpool

BobTheBuilder MattelPlay Liverpool

The attraction has been produced at Lappset’s factory based in Rovaniemi and was installed by Lappset’s own team.

Further information available from:

– Johan Granholm, Lappset Creative Director, tel. +358 40 532 4183,
– Heritage Great Britain,
– Mattel,,,
– Albert Dock Liverpool,


November 2015



Invite our workshop crew to your site for one day and get your activity attraction planning going! The workshop can consist of one or several of the following subjects:

– Analysis of the target location and desired customer age groups
– Analysis of the segments and competition
– Planning for operational model, services, activities, revenue streams
– Pre-Concept design of story, theming and visitor experience
– Business case simulations

The amount of workshops is limited.

Value: 4250 € (VAT 0%)

This free workshop offer is valid until the end of December 2015.

Please call

+358 40 532 4183 Johan Granholm, North Europe, Germany, APAC
+44 7970 00 3405 Rob Hetherington, UK, MEA
+358 40 823 3033 Asko Alanen, West Central Europe

or drop an email:


October 2015


Thomas & Friends™, Bob the Builder™ and Fireman Sam™ head for city

Mattel Play! Liverpool artists impression

A new £1.5m family entertainment centre is coming to Liverpool. Mattel Play! Liverpool is the first branded attraction of its kind in Europe and will feature Thomas & Friends™, Bob the Builder™ and Fireman Sam™.

The Grand Hall at Albert Dock is the venue for the new interactive 13,000 sq ft facility which will be operated by Heritage Great Britain plc, the group behind iconic tourist attractions and destinations including Land’s End and Snowdon Mountain Railway. Finland-based manufacturer of themed activity parks Lappset Creative of the Lappset Group Ltd will be the supplier of the visitor attraction.

Allan Leech, CEO, Heritage Great Britain plc said:

“We already have the experience of running some of the biggest visitor attractions and landmark brands in the UK. We are the custodians of the iconic Land’s End, John O’Groats, Snowdon Mountain Railway and The Needles and now for these great British children’s brands.”

Julie Freeland, Senior Director, Global Live Events & Attractions, Mattel (inc. HIT Entertainment and Fisher Price) said:

“Liverpool is the perfect location and Heritage Great Britain the perfect partner for this new world-class attraction. Our brands are known and loved by children around the world and the architectural splendour of Albert Dock provides the perfect backdrop for launching our first Mattel Play!”

Sue Grindrod, Chairman, Albert Dock said:

“The investment made by Heritage Great Britain plc in Mattel Play! Liverpool is considerable. This attraction adds an exciting new dimension to the diverse and family-friendly offer at Albert Dock which is the North West’s most visited tourist attraction. We are confident that this addition will bring a positive impact on the wider waterfront.”

Johan Granholm, Director of Lappset Creative, said:

“This is a beginning of our co-operation with Mattel. We are very proud to create an activity park with the famous children’s brands such as Thomas & Friends™, Bob the Builder™ and Fireman Sam™ for Heritage Great Britain. The location at Albert Docks in Liverpool, UK, will provide a unique surrounding for this family entertainment centre. Lappset Group is promoting the Mattel Play! parks also elsewhere in Europe”.

Mattel Play! Liverpool is scheduled to open in Spring 2016.

More information about Heritage Great Britain can be found by visiting or by visiting our Facebook page, You can also follow us on Twitter @HeritageGB.

For further information please contact Richard Clein at Boxed Off Communications on 0151 304 7017 or 07803 729133 or Johan Granholm at Lappset Group Ltd, Lappset Creative, on +358 40 532 4183,

Mattel Play 1

CHEERS! From l-r Danielle Tanton, Mattel Live Events and Attractions; Graham Cook, Director, Albert Dock Company; Allan Leech, CEO, Heritage Great Britain plc; Sue Grindrod, Chairman, Albert Dock Company; Peter Johnson-Treherne, Financial Director, Heritage Great Britain plc; Julie Freeland, Senior Director, Global Live Events & Attractions.

About Heritage Great Britain plc

Headquartered on Albert Dock in Liverpool, Heritage Great Britain plc is the brand behind some of the UK’s most outstanding destinations and visitor attractions, from The Needles Landmark Attraction on the Isle of Wight to the coastal splendour of Land’s End in West Cornwall and remote John O’Groats in the far north of Scotland. In between, Snowdon Mountain Railway takes passengers on the journey of a lifetime to the rooftop of Wales, whilst Lightwater Valley Theme Park offers guests a thrilling day out in the heart of North Yorkshire. With a combined total of over 2.5 million annual visitors across its portfolio, Heritage Great Britain plc strives to sensitively maintain and responsibly develop its attractions, whilst providing ongoing and stimulating days.

About Mattel

The Mattel family of companies (Nasdaq: MAT) is the worldwide leader in the design, manufacture and marketing of toys and family products. Mattel’s portfolio of best-selling brands includes Barbie®, the most popular fashion doll ever produced, Hot Wheels®, Monster High®, American Girl®, Thomas & Friends® and Fisher-Price® brands, including Little People® and Power Wheels®, MEGA® Brands, including MEGA BLOKS® and RoseArt®, as well as a wide array of entertainment-inspired toy lines. In 2013, Mattel was named one of the “World’s Most Ethical Companies” by Ethisphere Magazine and in 2014 ranked No. 5 on Corporate Responsibility Magazine’s “100 Best Corporate Citizens” list. With worldwide headquarters in El Segundo, Calif., Mattel’s companies employ nearly 30,000 people in 40 countries and territories and sell products in more than 150 nations. At Mattel, we are Creating the Future of Play. Visit us at, or

About Albert Dock Company

From an industrial past to dereliction, to its revival in 1988, today Albert Dock is the North West’s most-visited free tourist attraction and a must-see destination for families, couples and large groups. Located on the city’s iconic World Heritage waterfront, Albert Dock boasts a host of world-class galleries and museums – including Tate Liverpool, the Beatles Story and Merseyside Maritime Museum –  restaurants, bars, hotels and shops – all within the stunning architectural setting of the UK’s largest collection of Grade I listed buildings. Almost 6 million people visit Albert Dock each year. For more information on all upcoming events at Albert Dock, please visit


September 2015

Much-loved children’s character Peter Rabbit™ is hopping to St Albans!

peter rabbit webnews

Willows Activity Farm in London Colney, near St Albans, Hertfordshire, has today announced the plans for construction of a major new themed adventure play area, investing over £1 million.

‘Peter Rabbit™ Adventure Playground’ will be opening at Willows on 2nd April 2016 featuring new play areas centred on the much-loved stars of the animated CBeebies series ‘Peter Rabbit’.

In partnership with Silvergate Media, the co-producers and global licensing agent of the CGI animated TV series ‘Peter Rabbit’ and Lappset Creative, a leading manufacturer of themed activity attractions and play equipment, the new area will include The Peter Rabbit Secret Treehouse, Mrs. Tiggy-Winkle Kitchen and Lily Bobtail Nature Discovery and is the first Peter Rabbit themed adventure play area of its kind.

Andrew Wolfe, Chief Executive of Willows Activity Farm said: “We are delighted to announce Peter Rabbit’s arrival at Willows in April next year. We’ll be building a whole new adventure play area with ten Peter Rabbit themed activities, as well as welcoming Peter Rabbit, Benjamin Bunny and Lily Bobtail to our home.

“Willows has always been committed to offering families fun days out, and we’ve worked tirelessly with our partners Silvergate Media and Lappset Creative to ensure the new Peter Rabbit area will be a carefree place for younger children to learn through imaginative play and also bring a smile to the faces of the adults who will have memories of Peter Rabbit from their own childhood.”

Close to Junction 22 of the M25, Willows is popular with families in Hertfordshire, London and surrounding counties. Thomas Merrington, VP Brand & Creative, Silvergate Media said: “We wanted to bring Peter Rabbit to life for children who love watching the animated series. The new Peter Rabbit is a playful re-imagining of Beatrix Potter’s timeless children’s classic and has been a hit with parents and children alike. The beautiful countryside setting, coupled with their focus on wholesome, active play makes Willows the perfect place to do this. 2016 marks 150 years of Beatrix Potter and this is a fabulous way to ensure her most famous creation, Peter Rabbit will be enjoyed for generations to come.”

Willows will also be re-theming existing adventure play activities and facilities in line with Peter Rabbit, alongside a new restaurant, daily Peter Rabbit meet & greet appearances and shows featuring Peter Rabbit and Lily Bobtail.

Johan Granholm, Director of Lappset Creative said: “It’s been really exciting working with Silvergate Media and Willows to design a bespoke Peter Rabbit adventure play area. We’ll be releasing the plans soon so watch this space!”

Willows Activity Farm will be open as normal, with its usual jam-packed programme of activities and seasonal events. For more information visit or follow @Willows_Farm on Twitter for all the latest updates.

For additional information, please contact: Johan Granholm, Director of Lappset Creative Division,

For any press enquiries relating to Peter Rabbit at Willows Activity Farm, please email / or call 0207 067 1595.

About Willows Activity Farm

Willows Activity Farm provides a full day of wholesome fun and active learning through play for families, set in the Hertfordshire countryside. Situated 200 metres off Junction 22 of the M25, Willows Activity Farm is well located and easy to access for families in London and surrounding counties. Willows offers an all-inclusive admission price, with all activities, shows, demonstrations, rides and seasonal programmes included in the entrance price. Visit / Follow @Willows_Farm for more information.

About Silvergate Media

Silvergate Media is a highly creative TV Production and licensing company driven by big ideas and big collaborations. Formed in 2011, and with offices in New York and London, Silvergate develops world-class brands which inspire, entertain, educate and engage through innovative content, great products and strong partnerships. Among these brands are Peter Rabbit and Octonauts, two highly successful international properties for children.

About Beatrix Potter

Beatrix Potter is one of the world’s best-loved children’s authors, with her most famous creation The Tale of Peter Rabbit having sold in excess of 45 million copies globally since its initial publication in 1902. She personally oversaw the launch of subsequent products, making Peter Rabbit the oldest licensed character in history. Today over 2 million of her ‘little books’ are sold globally every year, and Peter Rabbit has appeared in books and products in more than 110 countries throughout the world.

150 years after her birth, we celebrate an incredible woman, an artist, storyteller, botanist, environmentalist, farmer and businesswoman. Beatrix Potter was a visionary and a trailblazer. Single-mindedly determined and ambitious she overcame professional rejection, academic humiliation, and personal heartbreak, going on to earn her fortune and a formidable reputation. On her death she left an incredible legacy of land and property to the care of The National Trust to ensure that future generations would continue to enjoy the countryside that she was so passionate about as well as the much-loved characters and stories that were created over a lifetime.

NB: Penguin Ventures (part of the Penguin Random House Group) is committed to growing and protecting The Peter Rabbit™ brand and together with licensing agency, Silvergate Media, manages The World of Beatrix Potter™, one of the world’s longest running and largest international literature-based licensing programmes.

Please give us a buzz now here!