Merlin Entertainments and Mondelēz International announce new Cadbury World partnership

Merlin Entertainments to acquire operations and brand licensefor Cadbury World

Opened in 1990, Cadbury World is one of the West Midlands’most popular attractions with 600,000+ visitors every year.

Move will build on the success of Cadbury World and forms partof Merlin’s broader strategy to engage in IP partnerships withsome of the world’s most popular brands.

02 February 2022: Merlin Entertainments and Mondelēz International havetoday announced an exclusive new partnership that will see Merlin acquirethe operations and brand licenses for Cadbury World in the UK.

Opened in 1990, Cadbury World is one of the West Midlands’ most popularattractions with 600,000+ people visiting every year to learn about thenation’s favourite chocolate and the heritage of the Cadbury brand.

As part of the agreement, Merlin Entertainments will be responsible for theday-to-day running of the Cadbury World site, its employees, and alloperational decisions, as well as holding brand usage rights for CadburyWorld in the UK.

The partnership forms part of Merlin’s broader strategy to engage in IPpartnerships with some of the world’s most popular brands across its globalestate, with existing successful partnerships including LEGO, Bear Grylls,Marvel and BBC.

Louise Stigant, UK MD at Mondelēz International said: “Cadbury World is atruly unique experience and since it first opened its doors in 1990, has beenenjoyed by millions of families from across the UK and overseas. We want to buildon the strong foundations we’ve laid so that people can continue to enjoyCadbury World for generations to come.”

“As we approach Cadbury’s 200th anniversary, I’m really excited by thispartnership. By working with Merlin Entertainments, we will be able to bring thehistory and heritage of the Cadbury brand and the joy of chocolate to more andmore people.”

Mark Fisher, Chief Development Officer at Merlin Entertainments said: “As oneof the world leaders in location-based entertainment we are delighted thatCadbury World is joining the already strong global network of Merlin attractions.We have long admired Cadbury as the nation’s favourite chocolate brand andhave already successfully worked together across a range of experiential activitiesand retail spaces in our UK theme parks. We are now excited to continue therelationship and bring to life the sights, smells and fun experiences thatchocolate lovers have come to know and love, but just with the additional helpingof some Merlin magic!”

The partnership is subject to the CMA confirming they have no objections.Subject to a successful completion, the new partnership will take effect fromsummer 2022.