Finland Times

The globally famed creator of Angry Birds theme parks, Lappset Group Oy is building an adventure park near London themed on Peter Rabbit, a creation of the English author Beatrix Potter, reported Finnish language daily Lapin Kansa.

Lappset’s theme park unit Lappset Creative has designed the park on an area of nearly 1,400 square metres at the Willows Activity Farm resort in Hertfordshire, UK. The park itself has been designed up from the ground according to the sceneries familiar to the tale. The construction is set to be completed in April 2016.

“Theming has been taken to a new level, it is really like jumping into one of the original stories,” says Johan Granholm, head manager of Lappset Creative. “The activities are aimed for small children. However, all of the activities are designed so that parents too can participate easily.”

“We are convinced that this is the first of many Peter Rabbit parks. The brand is so unique and the characters so well known for many generations,” added Granholm with conviction.

The idea to build an activity park based on Beatrix Potter’s character originated and came to action through customer demand and half a year’s worth of mutual planning. Andrew Wolfe, the CEO of Willows Activity Farm had a vision to create something unique into their park. Granholm said, “We happened to contact him at a time when he was developing this idea. When we heard about his plans, we contacted Silvergate [brand licensor of Peter Rabbit] and brought these two parties to the same table to discuss a pilot project. Both Silvergate and Willows liked our ideas and this is how the discussion started.”

Lappset-built parks have distinctive features, most noticeably in the design. “We have now developed a unique way of taking our standard products and adding to them a unique blend of theming and characters. The characters can be any of the known brands we work with or our customers’ own brand. The real difference comes in the storytelling. Each themed park has a story, a sort of a script behind the content. This brings the story to life,” said the visionary.