London, Tuesday, 28 October 2025.
Merlin Entertainments and Parques Reunidos accelerated Paramount-branded integrations across the UK, US and Europe in 2025, marking a coordinated shift to region-specific IP partnerships that create multiyear content pipelines and family-targeted capital programmes. Merlin is delivering the UK’s first PAW Patrol land at Chessington and expanding Peppa Pig across parks — including a major new Peppa attraction in Dallas–Fort Worth — while Parques Reunidos confirms a wider Paramount alliance for European sites even as it reallocates focus after a US divestment via Palace Entertainment. For retail, F&B and operations teams this heightens urgency around programming and build schedules, guest-flow and capacity planning for family rides, and franchise-aligned merchandising assortments and seasonal windows. Portfolio owners and investors should expect changing valuation levers as operators monetise global IP through licensing-led growth. Immediate priorities are synchronising pipeline timing with product assortments, SKU rationalisation for themed retail, and merchandising strategies that capture uplift in per-cap spend from captive family audiences.