Merlin Entertainments has taken over the operation of Cadbury World in Birmingham, UK.
First opened in 1990, Cadbury World boasts more than 600,000 visitors each year, with guests learning about how chocolate is made and the history of the Cadbury brand. Guests are entertained with attractions such as a 4D chocolate adventure, a tasting zone and a demonstration by in-house chocolatiers.
The partnership between Merlin and Cadbury owners Mondelēz International was announced last year and will see the entertainment company operate the successful site.
Fiona Eastwood, chief operating officer at Midway Attractions and Resort Theme Parks, said: “Cadbury is one of the world’s most famous chocolate brands and we are thrilled to have its brand experience, the legendary Cadbury World, join our growing Merlin family.
"This addition to our strong portfolio of brands is an evolution of our long-standing partnership with Cadbury across a range of experiential activities and retail spaces in our UK theme parks, and forms part of our ongoing strategy of partnering with household name IPs to create exciting immersive experiences for our guests around the world.
“We are excited to welcome the Cadbury World team into Merlin and work closely with them to accelerate the attraction’s momentum, entering the next stage in bringing Cadbury World’s iconic, immersive chocolatey experiences to life with an extra sprinkling of Merlin magic in the years to come.”