Alton Towers, UK, is appealing to a young demographic next season, with the launch of CBeebies Land in a tie up with the BBC children’s tv channel.

This is Merlin Entertainments first single-branded area and will feature some of the popular characters from CBeebies.

Spanning five acres, the attraction will involve lots of opportunities for pre-schoolers to interact with characters, with rides, immersive play, live experiences and character appearances. Frequent updates and a seasonal programme of events are planned, so no two visits will be the same.

Mark Fisher, chief development officer at Merlin Entertainments, says CBeebies is a perfect fit: “We are excited by the chance to add a little extra Merlin magic to some of the country’s best loved children’s characters. CBeebies Land will add a different and original element to the already fantastic offering we have for young families.”